YouthBeat, the youth marketing wing of SW Network, has secured the youth marketing mandate of Pizza Hut, a pizza brand.
Reportedly, SW Network’s Delhi office will handle the account, which was secured through a multi-agency pitch. As per the mandate, YouthBeat is understood to be responsible for crafting content for Pizza Hut’s ‘Melts’ student ambassador program and maximising its reach on campuses and beyond. From what it’s understood, they will also be spearheading a student ambassador program with 500 students across eight cities to engage with Gen-Z and young audiences, promoting the Melts range.
To channel its youth community’s competitiveness, YouthBeat is believed to introduce weekly tasks and challenges within the student ambassador program. Tasks such as increasing trials and expanding reach, with all the progress being tracked on a microsite, is expected to feature through a leaderboard. Seemingly, top performers will be given the chance to win rewards including MacBook, Air, iPhone, iPads, Jordans, among others.
“I think Gen-Z is an important demographic for us, and we are looking at ways to engage with them. Partnering with SW Network to launch the Melts Squad program should be a step in that direction,” Aanandita Datta, chief marketing officer, Pizza Hut India, said.