The question was how do we start a conversation about "selfie sticks", but make it fresh so people would jump in and share the video. We used a classic Public Service Announcement (PSA) approach to make fun of the increasing size of selfie sticks and our culture’s increasing self-obsession with capturing themselves! The “DANGER” of the increasing size of the selfie sticks was that they increased the field of vision, capturing more than our duck lips and pretty faces, and including other people…in other words, we might realize that other people existed! The Pizza Hut product, "two feet of Pizza,” needed these larger selfie sticks, of course. Danger was all around as these selfie sticks increased in size; getting hit by lightning, smashing into people in public places, driving and hitting bicyclists, etc.

We chose a high traffic morning to launch the video. Once we were live, a team of 20+ people engaged in outreach. We coordinated and launched a small media buy / ignition package to create momentum, which helped discovery and journalist pick up. Our work is always hosted on the client social pages. The video not only succeeded from a views perspective, but drove engagement and new followers to the brands pages.

The video went on to be one of the most successful videos on You Tube for the month of May and the most shared video ad of the month. Pizza Hit digital traffic spiked 4000%. It was the most engaging content that Pizza Hit has done online. It drove record online engagement and positive sentiment from consumers. The video was picked up by over 400 Media stories, e.g., Time, Gizmodo, Adweek, Yahoo, CBS. We had:

- Combined 15M+ Views (Facebook + YouTube)

- 4.4M+ YouTube Views (90%+ organic)

HIGH ENGAGEMENT

• YouTube: +13,000 Likes

• Facebook: Shares: ~145k; ~27k Likes; ~4k Comments

• Other Social: ~4,500 Tweets; ~13K Google +1’s’

• YouTube CTR to PizzaHut.com: 1.73%

• FB CTR to Pizza Hut Facebook Page: 15.8%

According to MomentFeed data, local-social engagement increased 19% across all 6,500+ Pizza Hut stores, from 5/20-6/17, compared to previous four weeks