To integrate natively into SMASHER’s environment, Pizza Hut created a branded experience called “The Hut” where gaming talent sits and enjoys pizza after they play and recap their sessions.
It will include annotated links in videos to drive traffic to its site and support the e-gaming activation with content on its owned social channels.
“Our primary goal is to drive awareness and affinity for the brand, so we’ll be tracking CPM and CPV to make sure we’re being as efficient as possible,” Faulkner added. “We’re also using the season to introduce a limited time product, Twisted Crust, so we’ll additionally track how successful the campaign is in driving orders.”
Endemol is not Pizza Hut’s first run at e-sports sponsorships. It’s partnered with Major League Gaming, as well as Machinima and Twitch.tv to supply pizza to a top e-sports team.
Although each of the live gaming networks have their nuances, Faulkner noted that he was attracted to the production value Endemol offered around live entertainment.
“We think the draw to the brand is simple enough – it’s gaming and pizza … and we’ve been around since competitive gaming got its start in arcades,” he added. The brand’s objective is to expand its connection to gamers and to monitor their feedback and reaction to its presence throughout the season of Legends.
Endemol Beyond will produce 100 videos for “Legends of Gaming” in total, which will run Oct. 7 through February. The premiere series will include 37 episodes hosted by popular YouTube personality and vlogger Toby Turner, with Pizza Hut, Razer and iBuyPower all coming on as sponsors.
Prior to Endemol’s launch of e-sports network SMASHER, it launched this spring YouTube personality Michelle Phan’s global lifestyle network, ICON.