Pizza Hut Orders More Pie Tops, With Extra Toppings, For March Madness Munchies
Monday, March 5, 2018 at 10:16PM in March Madness, March Madness, NCAA, Pie Tops, Pizza Hut, soorts marketing

By Barry Janoff

March 5, 2018: Last year, Pizza Hut, the official pizza of NCAA March Madness and the Final Four, hit the court running when it introduced Pie Tops, which allows people via Bluetooth to order Pizza Hut pies directly from the kicks.

Pizza Hut is bringing back Pie Tops for the upcoming Madness but with some additions.

Similar to last year, the Pie Tops II are equipped with Bluetooth technology that links the shoe to the user's phone and Pie Tops app, allowing them to press a smart button in the shoe's tongue and instantly submit a pizza order.

Now, a button in the other links the user's shoe to their TV through applicable cable providers to pause the TV so they don't miss any of the action when answering the door to get their delivery.

One intro spot, Pie Tops 2.0, explains how the two buttons work. A second spot shows them in action, with a group of friends watching a hoops game and pausing to order a pie, then also pausing the on-court action, much to the annoyance of the coaches and refs.

In addition to TV, support includes Internet, social media and on-site activation at March Madness games.

Lead agencies are The Martin Agency and Deutsch.

Pizza Hit partnered with sneaker designer Dominic Chambrone, aka ‘”The Shoe Surgeon,” to design the Pie Tops. This year's version comes in two colorways: red and wheat.

"This year, the Pie Tops II were created to showcase our focus on giving customers the best delivery experience while making sure that tournament fans can feed their pizza craving without missing a moment of the action," Zipporah Allen, CMO for Pizza Hut, said in a statement.

"It's called March Madness for a reason. We don't want anyone to miss a play while answering the door to get their pizza."

Pizza Hut said that 50 pairs of Pie Tops II would be available for the public to purchase on March 19 on the fashion and lifestyle global e-commerce site from Hypebeast, with details to follow.

In addition to the new color scheme and ordering/pause capabilities built into the tongue, the kicks will have such unique features as “extreme marinara splash, cheese -rater mesh and branded Pizza Hut lace tags."

According to Ellen Lucey, NCAA director of championships and alliances, corporate relations, marketing and branding, "Pizza Hut continues to bring us unique ideas to heighten the excitement that surrounds NCAA championships. We are thrilled with Pie Tops II making its return to March Madness.”

Pizza Hut last week signed as the official pizza sponsor for the NFL, replacing Papa John’s.

March Madness

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