| Title | PIZZA HUT DELIVERY - FREESTYLING CHRISTMAS WISH LIST |
| Brand | PIZZA HUT |
| Product / Service | PIZZA HUT DELIVERY |
| Category | A06. Co-Creation & User Generated Content |
| Entrant | ISOBAR CHINA GROUP Shanghai, CHINA |
| Idea Creation | ISOBAR CHINA GROUP Shanghai, CHINA |
| Production | ISOBAR CHINA GROUP Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Afu Liu | Isobar China Group | Creative Director |
| David Chu | Isobar China Group | Senior Account Director |
| Lavin Li | Isobar China Group | Account Manager |
| Phoenix Tong | Isobar China Group | Planning Director |
| Henry Ho | Isobar China Group | VP |
| Alvin Huang | Isobar China Group | Chief Executive Officer |
| Chris Chen | Isobar China Group | Chief Creative Officer |
During 2017 Christmas season, Pizza Hut exchanges the roles of brand and consumer. Let young people live the brand and speak for the brand.
We collected consumers’ wishes every week, and composed them into a rap song “Christmas Wish List” sung by famous Chinese rapper. The wishes were also cast onto the Aurora Building - the most eye-catching screen in Shanghai, and even adapted as the longest freestyle song in history. Through the mobile, consumers could also grab the rapper’s microphone, and record their own rap with the rhythm. The song produced by consumers and sung by rap star was aired on Chinese largest popular music platform KuGou. Consumers’ wishes were delivered to the world!
The exclusive branded content combined with delivery business and popular IP “rap” provided consumers with an immersive entertainment experience which was created by both brand and consumers. The song “Christmas Wish List” was played almost 15 million times and sits on the Top 10 Hits for weeks. Social media impressions: 5.848 million Social media interactions: 3.197 million Media impressions in total: 1.02 billion
Pizza Hut let young people live the brand and speak for the brand. During 2017 Christmas season, Pizza Hut collected consumers’ wishes every week, and composed them into a rap song “Christmas Wish List” sung by famous Chinese rapper which sits on the Top 10 Hits for weeks. Through the mobile, consumers could record their own rap with the rhythm. The exclusive branded content combined with delivery business and popular IP “rap” provided consumers with an immersive entertainment experience which was created by both brand and consumers.
Making wishes has never been forgotten at Christmas, which is bestowed with people’s best longings for the new year. For the main young target consumers and their enthusiasm for western culture and gourmet food, Pizza Hut Delivery, combined its delivery business with popular IP “rap”, to create exclusive branded content together with young people. Speak aloud and relay your Christmas wishes.