Title of the work: “Pizza Hut: Female Gamers’ New Hero”
In conversation with Yi Liu, General Manager and Head of eSports, Content+ at Mindshare China.
Pizza Hut has been the key strategic partner of King of Glory, the world’s number 1 mobile game with over 200 million players, for the last five years.

Tell us why your team decided to enter Pizza Hut Female Gamers’ New Hero into the Tangrams Strategy & Effectiveness Awards.

At Mindshare, we adopt a unified, holistic long-term approach that incorporates strategy, creativity and effectiveness.

When Pizza Hut first tried to win the competition back in 2016, we knew that while our approach was effective, the community was perhaps not ready. So, when we tried again, we knew that we needed to upgrade Little Magic Cook to become female gamers’ idol, amplifying their voices in a long male-dominated community. At its core, however, our strategy remained unchanged: respect gamers, provide an avenue to make their voices heard, and win their affection through a relatable brand identity in game.

In the case of Pizza Hut Female Gamers’ New Hero, how was the idea conceived?

At Mindshare China, we have a dedicated eSports/Gaming team within our Content+ division. As such, when we design campaigns, we place gamers at the core of our strategy – working hard to deliver experiences that will resonate, connect and be appreciated by this community.

As a Gold winner of the Media Strategy Tangrams, can you elaborate on how Pizza Hut Female Gamers’ New Hero demonstrates inspiring and innovative implementation of ideas – enhanced and amplified by a game-changing channel strategy?

As advertising professionals, our channel strategy is rooted in gamers’ unique behaviors and mentalities within the gamer circle – regardless of on which media this takes place – from platforms and gaming apps, to social media and physical restaurants.

“When creativity is effective and effective work is creative, it has even greater power to positively impact people, brands and the world.” What are your thoughts on this statement?

Creativity serves businesses, and businesses drive values for society. A successful business must have something creative or differentiating about it to enable it to thrive in an increasingly fierce and competitive world.Creativity serves businesses, and businesses drive values for society. A successful business must have something creative or differentiating about it to enable it to thrive in an increasingly fierce and competitive world.

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