I found a link to the above site from Pizza Hut, and I thought: wow!, what a brilliant and simple idea!
The privilege of having your face featured on a pizza is no longer reserved to Jesus, Mary and Kurt Cobain…
This is what I would expect from Domino ever since they started working with Crispin, and instead it comes from the same Pizza Hut whose latest brand initiatives were, let’s say, debatable at least…
So I gladly uploaded the picture I wanted on my pizza:
and this is what I got back:
And it made me feel like an idiot.
Now, I don’t know who pitched this idea to Pizza Hut, but I’m pretty sure they said that it would be “fun social content” that would “engage your hard-to-reach, on-the-go, web-savy consumers”, allowing the brand to “entertain them”, and of course “it would go viral”.
My problem with this is that April’s Fools are designed to make you feel like an idiot because they are clearly hyperbolic stunts that no person with a sense of reality would fall for. (Like, let’s say, building a global financial system on mortgages paid for by people who can’t afford them, backed by houses that noone would want to live in…)
In this case, portrait pizzas are feasible. You need a relatively simple algorythm (one that you can find online for free), a variety of different ingredients (the same you can find in any Pizza Hut) and a little time (maybe more than what Pizza Hut is currently taking to bake a pizza, but I have no doubt taht consumers would be willing to wait 10 minutes longer to have a personalized portrait pizza).
So, to sum things up:
- Pizza Hut came up with a feasible and unique marketing idea
- Instead of making it happen, they used it as an April’s Fool
- In doing so, not only they walked away from its marketing value: they made their potential consumers feel like idiots
The irony of all this is that the more people try to customize their pizza, the more an evidence it is that it could have been a great marketing idea. And instead, it’s just more people that will be annoyed at Pizza Hut.
Quite an achievement for a brand under pressure.
It will be interesting to see how many people actually redeemed the coupon, and how this influenced brand perception…
Final Burp: Do you want to do something audacious, engaging, edgy and viral as a marketer? Make a damn good product! That’s your job.