Have you ever been told that instilling emotion in your target is the key to a successful marketing strategy? Pizza Hut gets it right with this new digital marketing campaign combining nostalgia, adventure, and… augmented reality!
An old-fashioned marketing approach…
Pizza Hut has launched a marketing campaign around the concept of “Newstalgia,” which gives a modern twist to the brand’s iconic brand elements. Among them is Book It! program, classic arcade game, red cups and Tiffany-style lamps, but now with a modern twist.
At the same time, the brand produced a TV commercial starring “Cave Man” Craig Robinson, playing a retro Pac-Man game to promote “Newstalgia” with 1980s Pizza Hut, which oozes nostalgia and Based on home catering trends that dramatically exploded during the course of the day. Epidemic.
As part of the campaign, limited edition boxes of large pizzas will feature QR codes that, when scanned, allow you to play an augmented reality version of the classic Pac-Man game. Players who share their scores on Twitter will be entered to win a personalized Pac-Man game cabinet. A digital marketing approach on social media can increase the reach of a campaign, right?
make things relevant in a new way
This old-fashioned approach sparked a dedicated digital marketing campaign to evoke nostalgia, as Pizza Hut marketing director George Felix explains: “Video games and Pac-Man table games are part of what people experience at Pizza Hut. Had to play So it’s about making all these things relevant in a new way. ,
The campaign also aims to support online sales by developing a complete digital experience for customers: “We are always on the lookout for opportunities from a marketing perspective to see if new technologies or emerging technologies can help us. Help tell the stories we want to tell,” Felix said. “And the Pac-Man collaboration is one example.”
Effect of emotions on digital marketing
Emotions play a much more important role Marketing More than you can think of, and they are essential to keep in mind when making important decisions for your business. There’s no better way to boost your marketing and advertising efforts than by incorporating emotion. It all comes down to building a relationship with your audience. In digital marketing, the use of emotion bridges the gap between the brand and the consumer.
In fact, the authors of “Brand Immortality” Pringle and Fields found that campaigns with purely emotional content were:
- 2X more efficient (31% vs 16%) than purely rational materials;
- 5% effect compared to those with both emotional and rational content.
When people experience feelings that:
- Make them feel in control (like happiness) by sharing them on Facebook or Twitter for example, they are more likely to broadcast;
- The more they get out of control (eg, anger, sadness), the more likely they are to be targeted – by engaging in comments or sharing directly with close friends.
With digital, we have so many wonderful opportunities to be interactive, weave stories, and enhance the emotional connection to the point where “share of emotion” must now complement “share of voice” measures. Advanced targeting, personalization and bidding strategies should be used in conjunction with creations that generate emotion, not just logic.