Pizza Hut program catches Bieber Fever

Feb. 14, 2011

When it comes to star power, you simply can’t get bigger than The Biebs. Pizza Hut will leverage this celebrity status for its fourth America’s Biggest Bedtime Story program.

The reading incentive program Book It!, sponsored by Pizza Hut, is teaming up with Grammy-nominated Justin Bieber, who will read to children and encourage them to read more, as well.

The program kicked off this morning via an online webcast at Children, parents and teachers are encouraged to join in on Bieber’s read-along, which will be available online until Feb. 18 at 11:59 p.m. Central Time.

This year’s program feature’s Bieber’s favorite childhood book, Dr. Seuss’s “The Cat in the Hat.”
During the webcast, participants will have a chance to participate in activities and win prizes, and teachers and parents can learn tips on how to raise a reader.

Last year, approximately 215,000 people joined in on the webcast, which set a new record for the event.

Pizza Hut is challenging classrooms and families to join this year’s event and, if total attendance surpasses last year’s record, Book It! will donate $25,000 to the Pencils of Promise charity. Supported by Bieber, Pencils of Promise is a global movement that partners with local communities to build schools in developing countries.

"The Bieber fever is in full effect with the Book It! program this year," said Leslie Brunt, director of the program. "The combination of Justin Bieber with a Seuss classic is sure to make this our largest and most successful event yet!"

In 1985, Pizza Hut established the Book It! National Reading Incentive Program to motivate children to read more and help them develop a lifelong love of reading.


Topics: Marketing / Branding / Promotion , Online / Mobile / Social , Pizza Hut

Sponsored Links:

Related Content

Latest Content

comments powered by Disqus