Pizza Hut Sponsors Yahoo’s Fantasy Sports Game In Super Bowl Push

What Happened
As part of its multi-channel Super Bowl campaign, Pizza has launched a sponsored fantasy sports game on Yahoo Sports. Dubbed “Squares Pick’em,” the game lets football fans use Pizza Hut-themed grids to compete with friends and family and “score” the Super Bowl matchup. To promote this sponsored game, the pizza chain also bought display, email, and search ads on Yahoo.

What Brands Need To Do
This is the latest example of brands branching out into digital platforms with sponsored or branded content in order to stay engaged with consumers. The company has sponsored ESPN fantasy football for several years, but reportedly decided to branch out to Yahoo Sports to reach a bigger audience. The combined Yahoo Sports-NBC Sports Network had 58.7 million unique visitors in the US on desktop and mobile in December, according to comScore. Fantasy sports is a fast-growing area that more brands looking to capture sports fans should explore.

Source: AdExchange

Manager of Strategy & Content, IPG Media Lab