By Jeff Lucas, VP, Head of North American Sales and Global Client Services
Did you pick any winning squares for yesterday's game? Yes, Yahoo Sports' Pizza Hut Squares Pick'Em returned this year. Originally launched ahead of the Big Game in 2017, Squares Pick'Em is a cross-screen game custom-built within the Yahoo Sports Fantasy app, making it easy for members to create new groups, pick squares, share groups with friends, and order pizza - all with just a few simple clicks.
Since its inception Pizza Hut Squares Pick'Em has been a hit among football fans. In fact last year's Squares Pick'em game with Verizon Media and Yahoo Sports attracted fans from around the U.S. who spent more than 9 million minutes playing the game and 70% played on their mobile device or tablet.*
Fantasy sports has become a big part of America's game day tradition, and marrying fantasy sports, Squares Pick'Em and other fun digital activities around the Big Game, is a great way for Pizza Hut to build its brand with one of the most passionate audiences out there: sports fans. And guess what? American football's biggest game day also remains the biggest pizza ordering day of the year.
So, what's new this year? New commissioner lock capabilities revealed scores earlier in the game. On the advertising front, Pizza Hut will be featured in video, native, display and mobile ads across Verizon Media's dynamic house of brands, as well as email and social marketing to drive sign-ups for the Squares Pick'em game.
Last year's campaign generated a total of 85,000 players, created 23,000 groups and clocked average time spent per unique user at 43 minutes.* In addition, Pizza Hut saw a 255% lift in online conversions - that's over 100K pizza orders placed as a result of this campaign!
"Long-standing traditions are a huge part of football fandom, and we're excited to partner with Yahoo Sports once again to digitize the classic football-pool game Squares Pick'Em," said Marianne Radley, Chief Brand Officer, Pizza Hut, U.S. "Year over year we've seen fantastic engagement between sports fans, the game, our brand, and of course pizza sales. And this year we've made changes to make the program even more dynamic."
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* internal Verizon Media data