On February 4, 2007, Pizza Hut will use singer Jessica Simpson to promote its Cheesy Bites Pizza, but the ad comes with a twist. It will contain an on-screen code that cell-phone text messagers can use to obtain coupons. The text-messaging campaign will extend seven weeks after the game.
"We are targeting the 18-to-34 age group, and they text a lot," said Chad Wadley, Pizza Hut's digital marketing director. "We think this is a unique way to engage our customers."