- Pizza Hut is popping TikTok content into real-world currency via a promotion running within the United Arab Emirates (UAE), in response to details shared with Marketing Dive.
- The “Pay With Your Trend” promotion tasks consumers with ordering a My Box meal from Pizza Hut UAE before filming a creative video of themselves featuring a TikTok trend and the My Box meal. After posting the video and tagging the brand, Pizza Hut will send a one-time promo code on TikTok that will be redeemed for a free My Box meal.
- The limited-time promotion leans heavily into promoting Pizza Hut’s customizable My Box offering. The effort also follows a variety of other novelty marketing plays from the Pizza Hut brand more broadly and signals how advertisers are continuing to lean into TikTok hype.
Content creators and influencers are one of the vital popular areas of mobile marketing today, and Pizza Hut is democratizing the space with this latest promotion, giving everyone a probability to reap the advantages of content creation.
“Social media is sort of literally becoming a currency in today’s world. So far, it’s been accessible only to those that have a big following. With this promotion, we’re opening it up for everyone and anyone,” said Ahmed Sabri, marketing lead at Pizza Hut Middle East & Pakistan, in a press release provided to Marketing Dive.
The “Pay With Your Trend” promo is connected to the QSR chain’s My Box product, which allows customers to create a box of their favorite menu items from the chain’s decisions. For the brand new promo, consumers are encouraged to create content that follows a current social media trend and features a My Box inside the content. Those who create the video and tag the brand (@PizzaHutUAE) and use the hashtag #YourTermsYourConditions on TikTok will get a promo code via direct message that will be redeemed for one other My Box meal.
Pizza Hut’s My Box product was introduced within the Middle East market in 2019 as a solution to gain market share from QSR competitors like Burger King and KFC, which had been offering value meals at the same price point. While pizza itself is mostly a shared food, people have strong preferences about what they like, so the My Box offering enabled consumers to customize their individual orders from Pizza Hut to have a small personalized pizza together with two sides from the chain’s menu.
The company expanded the My Box offerings last 12 months with a campaign that introduced the concept of ordering under “Your Terms, Your Conditions.” That campaign’s hashtag is carried over for the “Pay With Your Trend” promo. The latest effort launched within the UAE in August and can expand throughout the Middle East and North Africa through the approaching months, in response to an organization representative.
Beyond the UAE, Pizza Hut has been known for its novelty marketing plays. In May, the brand promoted its latest Cheeseburger Melt by having delivery drivers appear at burger-chain drive-thrus in Chicago and Miami (the headquarters of McDonald’s and Burger King, respectively). The drivers’ cars had a QR code on the back windows and a message asking consumers in the event that they wanted a greater burger. Prior, Pizza Hut launched a “Goodbye Pies” promotion ahead of Valentine’s Day to advertise its latest Hot Honey pizza.
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