Pizza Hut unveiled its first NFL "activation plan" after becoming the official sponsor of the league, which will see Steelers WR JuJu Smith-Schuster during the Draft on Thursday as an ambassador for the chain's “Doorbell Dance” campaign, according to Danny Klein of QSR MAGAZINE. Pizza Hut said that Smith-Schuster will also "appear as a social media correspondent on the Red Carpet, marking the first time a brand has ever had a spokesperson positioned there." Fans will be asked to "submit doorbell dances for a chance to win a trip to an NFL regular season game of their picking." Additionally, Smith-Schuster will "recognize the 78th pick in the NFL Draft, or the 14th pick in the third round (3.14 aka Pi Pick), with free pizza for a year and an invitation to a pizza party in his honor in the new city that selects him." Pizza Hut also is "offering a special 'NFL Draft Box' promotion" for the event this week, while fans at a Pizza Hut setup at the NFL Draft Experience around AT&T Stadium can "record their doorbell dance moves in a 360-degree camera, compete in a delivery shuttle obstacle course, spend time in the Pizza Hut lounge, and sample free pizza" (QSRMAGAZINE.com, 4/23). Pizza Hut CMO Zipporah Allen said that the Draft is a "big occasion for the pizza brand because of how many people gather with friends to watch." She added that offering "special deals like this during these 'pizza-watching' times has been a big benefit" (CNBC.com, 4/23).
EVERYTHING'S BIGGER IN TEXAS: In this week's SPORTSBUSINESS JOURNAL, Terry Lefton notes the NFL Draft this year will be the "largest in terms of sponsor activation." Twenty-seven NFL corporate sponsors will "market to fans" at and around AT&T Stadium, which is "seven more than last year." Some 900,000 square feet, "appropriated from stadium parking lots, will house the 'Draft Experience,' for which Dannon’s Oikos Triple Zero brand yogurt is presenting sponsor." Dannon's kid-targeted Danimals brand also is "sponsoring the area’s 'Play Football' field." Hyundai has “Rolling With The Rookies” content featuring "four rookies and vehicles designed by them," while Ford has a "large display area along with an activation in which fans can record their TD celebrations." A-B InBev will "activate with a Texas barbecue tailgate area and with viewing parties at the 'Bud Light Ice House' pop-up tavern." Frito-Lay will "entertain fans at its 'Tostitos Cantina.'" Verizon is presenting sponsor of the red carpet area at the stadium, to which players will be "chauffeured in Hyundai Genesis cars." Verizon is also the "presenting sponsor of NFL Network’s draft coverage" (SPORTSBUSINESS JOURNAL, 4/23 issue).
