SNAPSHOT: CXR
| Name: Cox Radio
Format:
Market: Atlanta, GA
Frequency: |
| KRTR: Pizza Hut Pizza-A-Day Contest A Huge Success!| The Problem | Pizza Hut Needs To Debut A New Product With No Marketing Budget
Pizza Hut was going to debut a new product, The Chicago Dish pizza, and wanted a way to introduce it to the public, but the marketing budget had been spent for the year. They have been a key account for KRATER for many years, so the station wanted to help them with this problem. |
| | The Plan | Chicago Dish Pizza Highlighted On Krater96.Com
KRATER 96 came up with an inexpensive way to get Pizza Hut exposure with a fun promotion centered around National Pizza Month, which was the same time Pizza Hut was introducing its new product (October). The station proposed an internet-based enter-to-win contest with a daily winner receiving the new Chicago Dish Pizza delivered to their door by the KRATER promotions team in the KRATER 96 Supervan. With this 4-week promotion, Pizza Hut was mentioned in 15x recorded announcements per week driving people to krater96.com to enter the contest. The station also included banner ads for Pizza Hut and linked krater96.com to the Pizza Hut website, so contestants could go directly to download the latest coupons from Pizza Hut. Contest winners were announced daily on the KRATER 96 morning show. And, all entries were turned over to Pizza Hut at the end of the contest for their marketing database. Pizza Hut received all this for only a $300 Internet fee, in addition to what they had already spent annually with the station. |
| | The Process | Pizza-A-Day Delivery For National Pizza Month
The website entries were set up to go directly to the KRATER promotions manager's email address. Everyday, he picked a winner and gave the name to the morning show team to announce the next day. He also worked directly with the Pizza Hut marketing department to arrange pickup of the pizza each day at a location near the winner to ensure that the Chicago Dish was delivered hot. Pizza Hut invited the morning show DJs to a taste-testing before the product debuted, which helped them talk about it on the air. |
| | The Performance | Pizza Hut Ecstatic With New Product Debut
There was an overwhelming amount of entries, so Pizza Hut received a huge stack of potential customers at the end of the month. Pizza Hut's new Chicago Dish was mentioned daily on the morning show and in the recorded promos. The morning show DJs also talked about the pizza and how good it was, giving Pizza Hut additional exposure. Sales of the product exceeded the expectations. The client did not spend a lot of money, but got great results! |
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BEST PEOPLE + BEST PRODUCT ENVIRONMENT + BEST SOLUTIONS = BEST RESULTS
