Yahoo teamed up with Pizza Hut to launch Squares Pick’em, a new digital game on Yahoo Sports just in time for Super Bowl LI.
Sports fans can sign up through the Yahoo Fantasy app and desktop and mobile experience by filling out their Pizza Hut-themed grids and inviting friends to play. Each square equals a possible score at the end of every quarter of the game. Players win by matching the square picked with the score at the end of the quarter. A minimum of 10 players can join per game.
"This gives me a chance to play the game with my friends and family on the East Coast," said David Daniels, VP of advertising and media at Pizza Hut.
A banner ad running at the top of the page enables those playing the game to click through to Pizza Hut's Web site to order their favorite game-day pizza.
On Super Bowl Sunday, Pizza Hut sells more than 2 million pizzas and 16 million wings supported by about 150,000 employees. About 70% of online orders are through mobile devices.
Fast favorites -- items ordered frequently by the same consumer -- allows them to click a button to reorder without having to build the pie. The online app also leads with most popular pizzas.
Yahoo set up the Squares game with a chat feature supporting each game, so it gives friends a chance to interact with each other. Each game is assigned a commissioner who monitors the game and decides whether it will have a prize for the winning square.
"The beauty for us is consumers are online and engage with the brand — and there's an opportunity to click right through and order a pizza for game day," Daniels said.
Pizza Hut is promoting the game on its site, social media and direct mail. In collaboration with Yahoo, consumers will see ads for the game running on banners across the portal's sports sites.