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Pizza Hut is piloting a program in the United Arab Emirates that trades social engagement for free pizza. Yep, you read that right.
The Big Picture: Going viral is still the best marketing any company can get, so manufacturing virality is the north star for maximum online exposure.
Between The Lines: Pizza Hut wants to make every customer in the UAE a micro-influencer for its brand with a freshly baked promotion around its new My Box meal (a customizable combo with options like personal pizzas, wings, fries, and more).
- Customers, who post a video doing any TikTok trend featuring a My Box, tag and follow Pizza Hut’s UAE account, and add the hashtag #YourTermsYourConditions, will receive a DM from Pizza Hut for a free My Box meal.
- Ahmed Sabri, Pizza Hut’s marketing head in the Middle East and Pakistan, launched the promotion because social media buzz is “a currency in today’s world.” There’s nothing quite like “organic” marketing.
Closing Thoughts: Digital marketing dollars can sometimes feel like they’re going into a black hole — people ignore a lot of advertising. So, Pizza Hut is betting on spending money on the customers instead of the clicks, hoping they can get the word out in a way that takes on a life of its own. If the pilot goes well in the UAE, expect it to expand to other markets.
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