Everybody wants a slice of pizza on Super Bowl Sunday. And every pizza brand wants part of the action on the biggest pizza-eating day on the global calendar.
So this year, Pizza Hut joined with Yahoo to come up with a digital fantasy game that lets football fans play along with the Big Game. Pizza Hut will be featured in display, search and e-mail advertising to drive sign-ups for the game on Yahoo Sports.
The digital game, Squares Pick’em, is a new take on the popular game-day tradition of picking boxes on a grid whose squares each equal a possible score at the end of every quarter of the game.
— Yahoo Fantasy Sports (@YahooFantasy) January 25, 2017
In this case, players go to the Squares Pick’em game and fill out their grids through the Yahoo Fantasy app and desktop experience. After signing up, users can invite friends to pick Pizza Hut-themed boxes on a 10 x 10 grid. “Commissioners” in Squares Pick’em, just as in Yahoo Fantasy Football, can set up private leagues and establish settings for their specific league before inviting friends to join.
“The entire sports viewing occasion has changed, with digital engagement being as much a part of it as the game itself, which is why we’re excited to be part of the launch,” David Daniels, vice president of advertising and media at Pizza Hut, said in a press release.
“We want to create the best fantasy sports experiences for our users and, working with Pizza Hut, we’re making one of the biggest traditions for football fans across the country digital with the new Squares Pick’em game,” added Lisa Utzschneider, chief revenue officer at Yahoo. “For Pizza Hut, the big win is finding that authentic connection between its brand and deeply engaged consumers.”