Client: Pizza Hut
Agency: McCann Peru
Project Type: Social Media Campaign
Role: Copywriter
Skills Used: Social Media Strategy, Fan Engagement, Humor
During the excitement surrounding Peru’s 2018 World Cup qualification, sports journalist Carlos “Tigrillo” Navarro became a key figure for fans after his bold announcement of Paolo Guerrero’s inclusion in the squad. To capitalize on this, Pizza Hut and McCann Peru created a playful Facebook post inviting fans to share it until Navarro noticed. The post promised him a Pizza Peruana as a thank-you for his role in breaking the news. The campaign culminated when Navarro received the pizza live on air, creating a viral, fan-driven moment that brought the brand closer to soccer fans.
Creative Approach
Strategy: Tap into the national pride and soccer fever by turning Tigrillo Navarro’s involvement into a fun, shareable moment. By inviting fans to spread the post, we fostered a sense of community celebration.
Concept: "We Have Our Captain, Let’s Celebrate!" Encouraged fans to share the post until Navarro responded, making the promise of a pizza delivery both humorous and engaging.
Execution: The simple Facebook post leveraged the excitement around the World Cup, blending patriotic pride with humor and culminating in Navarro receiving the pizza live on air, a gesture that delighted fans and boosted engagement.
Results
Impact: Navarro’s on-air pizza moment became a viral success, capturing the spirit of celebration and engaging the fanbase.
Engagement: The campaign received high levels of interaction, successfully leveraging the World Cup excitement to boost Pizza Hut's visibility and brand connection with fans.