To encourage online ordering, we translated the time-honoured practice of sharing pizza into the online world with a promotion that let customers share virtual pizza slices with their friends via Facebook. Whenever a customer orders a pizza, they get a virtual slice to give to a friend of their choice on Facebook. When the friend collects 4 slices, they get a real pizza for free.

This was Pizza Hut’s Australia’s most successful online promotion ever.It stopped the decline and increased online sales.57,907 people used the app, creating over 1.6 million impressions on Facebook.Revenue influence of $2.4 million.

Every company talks about using its customers to spread marketing messages within their social networks. But very few social media campaigns actually succeed, as people are reluctant to be seen to ‘sell’ stuff to their friends. ‘Feed a Friend’ made it socially acceptable and rewarding for Pizza Hut customers to spread our message amongst their friends.

Through the promotion, every time you order a slice of pizza online, you get an extra virtual slice to give to a friend via Facebook. If your friend collects 4 virtual slices they get a free pizza. Who wouldn’t want to share that!

Pizza is the ultimate social food – and it’s built for sharing.

So we took this social practice of sharing pizza and translated it to the online world using social media.