Pizza Hut USA has released limited-edition high-top sneakers that allow users to order pizza wherever they are.
Pizza Hut has released a limited-edition set of ‘Pie Top’ sneakers that use geolocation to allow wearers to have pizza delivered to wherever they are.
Pressing a button on the tongue of the sneakers connects with a Pie Tops custom app which orders the pizza.
A TV ad promoting the shoes will air during March Madness, the NCAA Division One men’s basketball tournament. It stars retired NBA star Grant Hill.
The Sneakers are handmade by ‘Shoe Surgeon’ Dominic Chambrone, a legend in the custom sneaker business. The idea itself was developed by ad agency Droga5.
Only 64 pairs have been made. Most are expected to go to influencers and media personalities, but a few will go to fans.
Pizza chains seem to be locked in an arms race to make pizzas easier to order and receive in more and more creative ways. Domino’s custom pizza delivery cars, GPS tracking and experiments with drone delivery are oft-cited examples, but this is the first time sneakers have been used.
“As far as we know, this has never been done before,” David Daniels, VP of media and advertising for the Yum Brands Chain tells AdFreak.
“We feel it’s highly culturally relevant. Sneakers are hot.”
This article first appeared in www.marketingmag.com.au
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