Pizza Hut was the only pizza chain who didn't have an innovative, technological option to order pizza. Not only did Pizza Hut need to develop an innovation, but it also needed to convince Americans of its mobile-ordering capabilities during one of the highest mobile-ordering moments: March Madness.
With the help of retired basketball star, Grant Hill, and customized sneaker designer, The Shoe Surgeon, Pie Tops - Pizza Hut-branded basketball shoes -were born. These bluetooth-enabled smart basketball shoes could instantly order a large-two-topping pizza by pressing a button on the tongue of the Pie Tops.
The Pie Tops shoes, along with the associated campaign, led to 8.3% digital sales growth during the campaign window.