Are Brands Getting Their Own OKCupid Profiles? Pizza Hut Looks for 'The One'
If anyone is feeling lonely this Valentine's Day, Pizza Hut is on OKCupid looking to find "the one."
The largest pizza chain in the U.S. claims that it gets "marry me" proposals on Twitter from fans daily, including more than 10,000 social-media proposals from fans in 22 countries and every state except South Dakota over just the last year.
Now Pizza Hut has created an OKCupid profile where the "I'm looking for" criteria specifies "everybody" and an age range of "18-100." Its "details":
Light & Airy
Pizza, Pasta, Wings
Ph.D in Delicious
The rest of the page explains how fans can get in the running for a lifetime commitment from Pizza Hut -- or a lifetime of free pizza at least. "Narrowing it down to 'the one' will be tough but it means finding someone who brings outrageous enthusiasm to everyday moments," it says. "Today, after 56 years of being unattached, Pizza Hut is prepared to commit."
Those interested are instructed to tweet Pizza Hut an Instagram video or Vine tagged #CommitToGreatness (a nod to the chain's current campaign about "greatness") by Feb. 21. In their submissions, they should detail their most creative marriage proposal ideas.
OKCupid co-founder Sam Yagan said that while the dating service has had smaller brand integrations in the past, the Pizza Hut one is the biggest yet. "I've had conversations in the last couple years with brands, but it's always been a challenge of what do you do, and what makes the most sense for both OKCupid and the brand," he said. Further brand integrations are possible, he said, citing interest from undisclosed other marketers.
The Pizza Hut effort was handled by the brand's PR and social media teams. "Our fans are the best and they tell us all the time via our social channels that they want to lock us in for the long run," said Caroline Masullo, director of digital experience, said in a statement. "We think it's time to take that mutual feeling to the next level with a commitment."