Entering China in 1990 shortly after China the country opened their doors to foreign companies, Pizza Hut introduced pizzas to Chinese consumers. To many people in China, Pizza Hut is synonymous with pizzas.

Post 90s, on the other hand, are younger than Pizza Hut itself in China. They prefer more personalization, a more appealing environment and better tasting artisan pizzas.

We were facing the classic case of how to help a classic brand appeal to a younger generation again.

Working directly with the team at King of Glory, we created a location-based in game targeting system.

Whenever any King of Glory player went within a 5 minutes radius of any Pizza Hut store, we will push a notification to them, inviting them to form teams at the nearest Pizza Hut. The notification roughly translated read “Play everywhere, but come to Pizza Hut to be must win!”

After they clicked into the game, they would see which other gamers are around the area, and form a team.

Pizza Hut stores were decorated with elements from the game, even with cosplayers dressed as characters from the game.

Once they were in the Pizza Hut store, we provided them a gamer only Wi-Fi so that they had the best gaming experience.

We also gave players a limited edition in-game theme that can only be redeemed once they finished team games in store.