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Pizza Hut’s latest marketing gimmick is as silly as it gets

Pizza Hut has created a pair of sneakers that allows you to order your pizza by a push of a button – because we can’t do that from a phone already.

Don’t get me wrong, I love pizza. In fact, I’m actually having some pepperoni right now.

But come on, this is just silly. The occasion is NCAA March Madness and the shoes have been released to celebrate the 64 teams that will compete.

The famous fast food chain will produce 64 pairs of Bluetooth-enabled sneakers. The shoes sync up with the Pizza Hut mobile app, allowing you to make an order by pushing a button on the sneaker’s tongue. Think of it as a Reebok Pump, but instead of air you get anchovies.

The default order is a supreme pizza, but users can change and customise via the app. The shoes are fitted with geo-location technology so the delivery-man can track you down wherever you are until you get your order, Taken style.

The marketing gimmick, designed by Los Angeles based footwear company ‘The Shoe Surgeon’, comes after the company reported a 4 per cent drop in sales in the last quarter of 2016. Reports say Pizza Hut has since hired experts to improve their “digital experience” and delivery times.

“It’s always important that we make it easy for fans to order the Pizza Hut pizza they love without missing a moment of the March Madness action,” said David Daniels, Pizza Hut’s vice president of media and advertising in a press release.

“We know pizza is a fan favorite during the NCAA College Basketball Tournament, and our special-edition Pie Tops are a culturally-timed creative expression of our commitment to providing the easiest pizza-ordering and delivery experience possible.”

But, come on. Just exactly how does this ‘improve’ the ordering experience? You have to download the app, sync it with the shoes, place your order, bend down to push the darn button and confirm it yet again on your phone. The whole endeavour seems so pointless it almost forces me to order Mexican instead.

These so-called ‘Pie Tops’ will only be available to certain influencers and Pizza Hut super-fans, although the particulars on if there will be a contest haven’t been disclosed yet.

Daniels said, “The bulk of these will go to influencers [and] media, just to create buzz and talk value, and we’ve reserved some for the opportunity for a select few Pizza Hut super-fans to receive a pair of these custom Pie Top high-top tennis shoes,”

Just one thought on my mind… why?

About the author

Filmmaker. 3D artist. Procrastination guru. I spend most of my time doing VFX work for my upcoming film Servicios Públicos, a sci-fi dystopia about robots, overpopulated cities and tyrant states. @iampineros

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