必胜客PR营销策划方案

OgilvyGroupinChinaCompanyCredentialPreparedbyOgilvyGroup,Shanghai/ChinaAugust2010PizzaHutChina20xxAnnualCommunicationsPRToplinePlanPreparedbyOgilvyPublicRelations,Shanghai/ChinaYumChinafiledIPONov.1st

CommunicationsObjectivesStrengthen“LovetoShare”imageInnovate

BrandCSR

conceptSetupIssueManagementSystemTargetaudience’sTop-Of-MindAmongtheAmericancasualdinningcategory,suchasDomino’s,PapaJohn’s,PizzaExpress…ContentOn-goingCSRIssueManagementWhatmattersmosttothem?跟朋友一起聚餐吃的是气氛

高考完三五好友当然要大吃放松

Fun欢乐带孩子吃饭顺便出去玩玩儿

店里还能有点娱乐设施打发打发时间

心里盘算周末跟一大帮朋友吃些什么好吃

家里有了宝贝自然什么都要给她最好的，健康、安全、营养特别重要

Food美食餐厅最重要还是好吃啊

难得的周末一定要吃顿好的

On-goingTomakePizzaHutthetop-of-mindrestaurantfordiningamongtargetaudience’schoicesthroughPRcommunicationsversatileapproaches.AllideassupportdrivingtraffictostoresultimatelyBlendin“Lovetoshare”inallcommunicationsmessagesOwn“MoodHealth”than“BodyHealth”withfunandhappyelementsStrategyOn-goingCommunication

SaladBarRe-LaunchOn-goingCommunication

HeroContentInfluencerActivationsExclusiveAccessoriesLovetoShare爱分享披萨天生被分享

你也来分享:

＃四合一

视频征集活动

（Using1-9-90Theory）HeroContent

1990UGC:ArousemassinterestsandjoindiscussionviasocialHerocontent–abigbangtogoviralAmplification:ViralbyinfluentialMedia,KOL,APP胡歌4P视频

#四合一炒热#四合一KOL原创内容媒体新闻发布全民征选胡歌同框广告播放胡歌4P?#四合一

玩这么大！1胡歌品尝＃四合一

披萨其中一块

超级辣考验他的演技

不能显露出来同时搭配丰富表情

（做成表情包）诱发粉丝转发

讨论那一块才是辣味9影响力扩散网站／视频微信／APP电视／广播Up主挑战

＃四合一

话题视频胡歌最新表情包

都是戏

快来舔屏微博粉丝号转发胡歌视频提供“槽点”让KOL与媒体再创#四合一

内容必胜客#四合一

视频全民征集

90全民征集

＃四合一

视频投稿拍摄内容

大开脑动精选最佳视频

与胡歌

＃四合一

视频

同框广告

刊登在所有必胜客官方渠道微博／朋友圈转发再得好礼＃四合一

X利用SEO将关键字#四合一与品牌链接这么多#四合一

选择你的是那款InfluencerActivations媒体聚会

－

吃披萨接龙(邀请三位同事／好友一起来接龙，吃最多者有奖)披萨厨房由必胜客资深厨师教媒体／KOL制作经典披萨

吃披萨

就是要欢乐一起玩！

创意派对道具周边商品ExclusiveAccessoriesPartyAccessoriesPartygame

“EmergencyShot”PizzaDarts披萨大冒险Mechanics:TableGame在桌子上放一个圆形的游戏转盘以及筛子一枚，类似于大冒险的游戏。掷出筛子，并同时转动内层的转盘。指定动作：转盘停留在

“吃辣椒”

制定人：骰子3代表“请喜欢的人”

请喜欢的人

吃辣椒。Pizza

Hut

x守望先锋这个世界需要英雄！竞技游戏Cosplay热点话题披萨不朽！健康膳食套餐吃披萨就是要赢！女生专项套餐披萨来了！全荤食套餐今天适合闹点大披萨！热辣口味套餐根据游戏特色推出主题套餐餐具与包装根据游戏角色特色作定制化的设计消费者可以使用包装进行简易的cosplay消费者获得code，进入游戏获得Pizza

Hut相关定制化游戏道具Pizza

Hut

x

NBA让家人一起享受NBA的快乐！体育盛事竞赛阖家欢乐成人儿童餐具与包装作篮球主题包装设计提供不同的游玩项目，让不同目标群体感受篮球的快乐线上投票线下门店投票NBA决赛前夕线上互动留言为支持的队伍加油决赛成绩公布以后所有支持胜利队伍的用户获得优惠用户可以回到线上寻找支持相同队伍的“球友”“胜利狂欢夜”-店内设置投影，实时转播NBA赛事消费者可以在线上线下参与互动终极比萨大逃亡

限时主题密室解压多人游戏协作1.接受挑战！呼朋唤友到必胜客餐厅用餐用餐期间收集密室通关线索结账时可得到限时密室邀请函2.和小伙伴们一起找到密室，挑战闯关！3.庆祝胜利！分享你的通关胜利合照并@必胜客官方账号，获取优惠券，和小伙伴一起去庆功！你被恶人陷害，被关进了大烤箱中，只有比萨先生能够带你们逃出去！但他已经被烤的支离破碎…你们需要同心协力，找回它失落的馅料，一起离开这里！LeveragetheclassicimagetocreateBUZZandTALKABILITYandultimatelydrivetraffictostore.2.SaladBarSaladBarRe-Launch门槛低、画面讨喜、乐趣无限根本停不下来当堆积到足够的分数，可以在手机上获得电子优惠券，进店享受美味沙拉分享自己傲人分数，邀请好友一较高下重温经典x魔性比拼

H5游戏:那些年我们错过的沙拉塔

Creativepending#那一年一起堆的沙拉塔

因为必胜客

我们又能重聚欢乐时光赋予必胜客沙拉塔

“经典”

形象找回当初一起堆沙拉塔的TA一起走进必胜客

再一起相聚找来几组有故事的消费者制作

SocialPoster作为宣传内容

世界最高沙拉塔挑战——中国制造使堆沙拉成为人们引以为傲的成就中国大学的工程学学生将成为此次世界纪录挑战项目的挑战者，把他们迎战挑战的过程推广给大众。

线上猜高度-高度接近得奖-正确高度将能获得大奖最后的挑战日将直播，并将沙拉分享给现场的观众吃完，倡导环保UpdatedCreativependingCSRUsingCSRasacommunicationapproachtohelpbrandliftreputationanddrivestrongeraffiliationamongtargetaudience.CSRwithinPizzaHut–GlobalV.S.LocalGlobalWorldHungerRelief&EnvironmentChina-CurrentChinaHungerRelief(捐一元)&EnvironmentProtectionChina-Future?SocialChallenges-WhatChineseCareMostAbout?Source:FudanDevelopmentInstitute,2014Top3:Education,Anti-Corruption,EnvironmentExternal(Community)Internal(Employee)BusinessOperationSustainabilityPhilanthropyCSRFocusQuadrant–BrandV.S.KeyMarketPlayers(ofCSR)TheBestCSRApproachforPizzaHutinChinais…China-Future?RIGHTSTRATEGY+CAMPAIGN-ABLEIDEA+SUSTAINABLEPROGRAMS

BERELEVANT:relatetobrandcorevaluesandoverarchingmarketingtheme“LovetoShare”.MAKEITMATTER:Resonatetotargetaudience,whytheyshouldcare?

ADDRESSMOST-CONCERNEDSOCIALCHALLENGE:AddresscriticalsocialchallengesinChina：environment,foodsafety

ENGAGE&INTERACT:Engagewithemployeesandcriticalstakeholders(supplier,customers)RIGHTSTRATEGYIDEALOVETOSHARE，SHARETOLOVE[爱分享,分享爱］PIZZAHUTMOBILEOVENREACHINGTHOSELESS-REACHEDPLACESINCHINAWEARECOMINGTOYOU,TOSHOWHOWMUCHWELOVETOSHARESustainableProgramsWarmPizzatowinyourWarmSmileSustainableEducationthatmatterstolocalcommunityCommitment&ConsistencyThemobileovencar(s)drivestothoseruralplaces(matchwithPizzaHutlocatedcities)andmakefresh-bakedpizzatolocalcommunities.Thecarisbrand’sremoteambassadordeliveringbrandspirits“LovetoShare”Bringingsustainableeducationkitsthatlaylong-runbenefitstothelocalcommunity,thechildrenandtheelderly.EmergencyPreparationKitWater&FoodSafetyKit*Tailorthisprogramaccordingtocities’diversifiedscenarioWedon’tstopfromoneevent–wecontinue,andmakeitaconsistentprogramstoshowcommitmenttothelocalcommunities.Thisyear,nextyear,andmore…CaseSharing1:EmergencyPreparationKitStakeholders:SesameStreet+青基会

＋Merk&Co.

Format:NGO&CorporatecollaborationDonateto:HopePrimarySchoolContent:DVD(witheducationvideostarringSesamemuppets),bookswithinteractivecontent,andnotepad.HelpchildrenlearntodealwithemergencycausedfromnaturaldisasterSuggestedNGOforCollaborationTeachForChinaEducationvolunteeringprogramChinaYouthDevelopmentFoundationProjectHopeCaseSharing2:Water&FoodSafetyKitStakeholders:CocaCola,壹基金Format:NGOandlocalgovernmentscollaboration.Donateto:RuralcitiesschoolsContent:Buildwater-cleaningmachineinruralcitiesschools,createwaterbottle,holdrunningeventSuggestedNGOforCollaborationFreeLunchForChildrenHungerdeprivationprogramPRAmplificationMedia/KOLNewsreleaseFeaturestory/interviewAdvertorialPaidKOLviralOfficialAnnouncementAllownedmedia:corporateemployees,website,WeChat,Weibo,YoukuIn-storeGovernmentHeroContentDocumentaryvideoMoodshotsStoriesindifferentcitiesMajoreditorialarticleCrisisManagementAnticipatingpotentialrisksandpreparingwithhandlingprotocolsandpracticaltrainingsengagingallkeystakeholders.Yum!U.S.Yum!CHINAGlobalapproval&alignmentOGILVYCHINAProjectswilloriginatefromChinateamsOgilvyChinatoleadallprogrammaticplanning,reporting,andfinancialproceduresforthisprojectSubmitalldeliverablesfor1stlineofreviewFinaldecisionsPizzaHutCHINALocalapproval&alignmentHowdoweworktogether?Availableexistinggroupcrisishandlingprotocols?CrisisManagementinaNutshell

Asystematic,integratedapproachtocontain,control,andminimizethenegativeimpactofacrisissituation,mainlyassetloss,customerprotection,andreputationdamageTwomaingoalsduringacrisis:IssueresolutionEffectivecommunicationLocalizationofCrisisManagementisParamount

AsPizzaHutbuildsitsbusinessinChina,havinglocalized,tailoredprocessesandprotocolinplacetoprotectthereputationofthecorporationanditsproductsisvital.TherearespecificchallengesandnuancesuniquetoChinathatwemustaddresswhendevelopingacrisismanagementresponsesystem,inadditiontoensuringallcrisisplanningisseamlesslyintegratedandalignedwiththeYum!GroupandPizzaHutheadquarterinU.S.andChina.Every$1spentincrisisplanningisworth$7inlossesaverted.

MarshInsuranceWhatweknowaboutreputationalriskOfcompanieswhichhavefacedcrises:42%stilldon’thaveaformalcrisiscommunicationsplan.54%don’thaveaplanbecausetheylackthesupportofseniormanagers.InternationalAssnofBusinessCommunicators69%ofallcrisesstartsmall,takingdays,weeksormonthsbeforedrawingpublicattention.InstituteforCrisisManagement"90%ofacrisisresponseiscommunications.“BarbaraReynolds,U.S.CenterforDiseaseControl

Whatweknowaboutwherecrisescomefrom*Source:CorporateLeadershipCouncilNaturalCatastropheTerrorism/Crime

Activist/ProtestInjury/FatalityLaborDisputeEmployeeIssueProductDefectConsumerComplaintInternalFraudMismanagementManagementChangeM&A/OwnershipPoorFinancialsInvestigation/LawsuitEnvironmentIssueEXTERNALINTERNALMorethan75%ofallcorporatecrisesaretriggeredfromwithin.

ControlRespondquicklytomaintainsomecontrolofthecrisisdevelopmentCommunicationConsolidatecommunicationchannelstoensuretimelyandaccuratecommunicationCareShowthatthecompanycaresaboutthepublic’sinterestsorproblemsCrisis46Ogilvy3C’sPrincipleSomeofOurCrisisClientsinChinaSomeofOurCrisisPreparednessClients(preparecrisismanualandprovidetraining)ProactivePassiveTwoHandlingOptions:CrisisManualMediaMonitoringMediaMonitoringAnactionableguideforuseincrisissituations,providingthenecessaryframeworkandmechanism:

DefinethepotentialrisksCommunicatewithrelevantpartiesResolvetheissuesHowtogetstarted:DevelopCrisisManual

CrisisManualToaccomplishanultimategoal…Intheeventofacrisis,protectthePizzaHutChinaimageandreputationaswellasthesafetyofthecustomersbyconveyingpositivemessagingSpecifically,thecrisismanualwill…

PutasysteminplaceforimmediateandeffectivecrisisrespondingtominimizedisruptionEstablishproceduresandguidanceforcontrolofinformationflow,ensuringaccurateandeffectivecommunicationsCrisismanualdevelopmentprocess:14weeks(approximate,dependingonclients’response)

I.IssueAssessmentTiming:4wksPlanninganddesktopresearchEstablishingSmucker’sChinaCMTKeyexecutiveinterviewsExternalinterviewsRiskassessmentworkshopIII.Simulation&TrainingsTiming:4wksTrainingformanualusageandmediahandlingII.ManualDevelopmentTiming:6wksCMmanualwritingandrevisions

OverviewIntroductionObjectivesUsingthemanualCMPrincipleDefinitionofacrisissituationBasicCMprinciplesSmucker’sCMOrganizationCompositionoftheCMteamKeymembersandtheirtasksandresponsibilitiesCrisiscommunicationflowchartCrisisCommunicationResponseActivatingtheCMtea