Page 71 - Best Digital Marketing Campaigns in the World

62 The Best Digital Marketing Campaigns in the World

‘It’s an ordering experience unlike anything you’ve ever experienced. You can
build your pizza in an interactive way. You get to engage in the ordering
process, which is typically mundane and not all that exciting. Now, we can
bring our brand personality to life even in the ordering process using your
phone,’ he said.

Lessons

While this campaign revolved around an iPhone application, the real lesson
here is about innovation. By harnessing digital channels (choosing the right
ones for your brand and your market) to meet your customers’ needs in new,
exciting and engaging ways you can achieve great results. If you make your
customers’ lives easier, even in a small way (like making it fun, easy and con-
venient to order a pizza), they’ll thank you by buying more of your products or
services, and thinking of you ahead of your competition.

Marketers, if you can, be first to market with something like this, or at least
ensure it is vastly superior to the competition if one exists. Pizza Hut clearly
took a risk on this investment and it paid off.

Ordering pizza? There’s an app for that.