Pizza Hut Brings Back Pie Tops for March Madness

Last year, Pizza Hut and agency Droga5 came up with the idea of Pie Tops, limited-edition high tops that utilize geolocation to allow you to order a pizza at the press of a button, and "Shoe Surgeon" Dominic Chambrone helped bring the concept to life. This year, in celebration of its second year as the official pizza of the NCAA, Pizza Hut, Droga5 and the Shoe Surgeon are back for another March Madness campaign with Pie Tops II. "What we love about partnering with him is he specializes in creating custom sneakers, he's well known in sneaker culture and he's just a fabulous partner to work with on something as special as this," Pizza Hut U.S. chief marketing officer Zipporah Allen told Adweek. Available in both red and wheat colors, with cheese grater mesh on the side of the shoes, cheese-pull laces, and "extreme marinara splash," Pie Tops II allow you to order Pizza Hut's deal (two-topping, two medium pizzas for $5.99) and pause the game while you receive your delivery. [kickout id="3" label="video"] "Last year was really about highlighting our ease of ordering with that single push-button order of a pizza," Allen explained. She added that this year, "we're most focused on the delivery occasion" and making sure consumers watching NCAA March Madness basketball at home "don't miss a minute of that action when their pizza gets delivered. You don't want to miss a play, and that passion and engagement was really the impetus [for the pause button]." A broadcast spot running in both 30- and 15-second versions highlights the new feature, focusing on a group of friends. After using her Pie Tops II to order pizza, a woman named Jenny then pauses the action to make sure she doesn't miss anything while answering the door. [kickout id="4"] The broadcast campaign debuts today and will run through the end of the tournament. Supporting elements include a social campaign centered around a hype video introducing the Pie Tops II (which also debuts this week), media integration with Turner and CBS, a custom content series with Bleacher Report and Yahoo Sports running throughout the tournament and digital assets at Pizza Hut's website. [kickout id="2" label="red"] There's another new development this year: fans can actually purchase a pair of Pie Tops II. "Last year was a huge success for us, and our fans loved the sneakers. The number one request was 'Where can I get a pair?'" Allen said. Last year, 64 pairs of Pie Tops were made available to members of the media, influencers and a few select superfans. This year, Pizza Hut partnered with HBX.com to sell 50 pairs of Pie Tops II during the week of March 19 (coinciding with the Sweet 16 section of the tournament), with 50 more given away via social media and more raffled off at Final Four Fan Fest in San Antonio. [kickout id="1" label="brown"] CREDITS: Agency: Droga5 NY Creative Chairman: David Droga Group Creative Director: Justin Ruben Associate Creative Director: Rich Singer Associate Creative Director: Zack Menna Senior Art Director: Christian Chico Senior Copywriter: Nicholas Bauman Senior Art Director: Ruben Orter Senior Copywriter: Ben Butler Design Director: Michael Kleinman Creative Technologist: Chloe Karayiannis Chief Creation Officer: Sally-Ann Dale Executive Producer, Film: Dieter Lebbe Producer, Film: Gabija Blake Associate Producer, Film: Annie Vlosich Director of Business Affairs: Jocelyn Howard Business Affairs Manager: Keith Marman Co-Director, Interactive Production: Tasha Cronin Executive Producer, Interactive: Shayan Amir-Hosseini Senior Producer, Interactive: Kristen Rantuccio Producer, Interactive: Grace Wang Director of Print Services: Rob Lugo Associate Director of Print Services: Riely Clough Senior Art Producer: Emily Heller Producer, Print: Rose Mahan Retoucher: Peter Gibson Retouching Studio Manager: Michelle Leedy Global Chief Strategy Officer: Jonny Bauer Group Strategy Director: Joanna Schwab Strategy Director: James Friedman Communications Strategist: Mariel Milner Chief Operating Officer: Susie Nam Group Account Director: Ben Myers Account Director: Jordan Cappadocia Account Supervisor: Victoria Gan Account Manager: Andrew Mullen Senior Project Manager: Andrea Verenes Associate Legal Counsel: Erica Palaia Client: Pizza Hut Chief Brand Officer: Marianne Radley Chief Marketing Officer: Zipporah Allen Director, Advertising: Jenna Bromberg Senior Manager, Advertising: Lindsay Morgan Senior Associate Manager, Marketing: Amanda West Associate Manager, Digital Marketing: Amanda Hitchcock Senior Director, PR & Partnerships: Doug Terfehr Manager, PR & Partnerships: Courtney Moscovic APR Cost Consultant: Ron Hacohen Production Company: Anonymous Content Director: Max Sherman DOP: Tim Hudson Executive Producer: Lori Stonebraker Producer: Laura Miller Editorial: Cosmo Street Editor: Tom Scherma Assistant Editor: Dave Otte Executive Producer: Maura Woodward Producer: Luiza Naritomi Post Production: The Mill Executive Producer: Heath Raymond Producer: Bugs Russell Music: The Diner Sound: Heard City Mixer: Evan Mangiamele Shoe Design: Shoe Surgeon Chief Designer: Dominic Chambrone Production Manager: Dallas Imbimbo Designer & Developer: Pierce Lopatic