Pizza Hut Melts are Not For Sharing

In order to break into the lunch space, Pizza Hut created a new product for solo diners—new Pizza Hut Melts. Unlike pizza, Melts are just for you. So how do you get people to share the news? You tell them NOT to share it.

We did the exact opposite of what most brands would do when launching a new product. We told people not to share it—in real life or on social media. So yes, we paid, bribed and even negotiated with fans online to prevent them from sharing their Melts. By signing our MDA (Melts Disclosure Agreement), we offered people $100 if they promised never to share. And when people shared their Melts anyway, we negotiated with them to delete their posts, offering up any prize you could think of (a drone, a new gaming console, a tuba, whatever…) just to get them to take it down.