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Pizza Hut has introduced the "Go For Greatness" campaign that will continue throughout the year.
"Go For Greatness is not settling for good but being passionate enough to go for great," the release said. The brand will celebrate greatness all year long by providing opportunities for real people to be featured "taking things up a notch" in its marketing.
To support the initiative, Pizza Hut will play host to live auditions in New York City this week for fans to show off their "greatness" for a chance to appear in a commercial that will air on Super Bowl Sunday, Feb. 2. The auditions will occur Jan. 29-30 near Times Square on 46thStreet between 8th Avenue and Broadway.
"We want to celebrate all the simple ways people take ordinary and make it extraordinary," said Jared Drinkwater, senior director of Marketing, Pizza Hut. "It starts in New York and the celebrations will continue all year long. We looked through hundreds of thousands of videos on YouTube to find what going for greatness really means and truthfully that, and other examples, was the inspiration to create what we think is the best tasting hand-tossed pizza in the category. Today's consumers are expecting new and better experiences from their food and we will push that like never before. We will find ways to recognize fans in many ways throughout the year, including the potential for them to be featured in our campaign."
The live activation in New York City will take place from 11 a.m. to 3 p.m. ET Jan. 29-30 and will feature NFL quarterback Cam Newton as "ambassador of greatness." Pro football studio host Trey Wingo will act as event emcee.
Auditions will be captured live and one entrant will be selected to be featured in a commercial airing just before the Super Bowl Feb. 2. Examples of Go For Greatness commercials, all of which will air on game day, can be viewed now at youtube.com/pizzahut.
Pizza Hut will use hashtag #GoForGreatness to track the activity across all social media channels, as well as showcase some of the submissions from throughout the country.
Pizza Hut expects to sell more than 2 million pizzas on Feb. 2.
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