Pizza Hut will launch a new interactive TV ad campaign using hidden text codes viewers can enter into and send from their cell phones to win prizes.
According to a news release, the new campaign is called the Ã¢Â€ÂœCheesy HuntÃ¢Â€? and will start Feb. 4, Super Bowl Sunday. It will support the return of Cheesy Bites Pizza.
All Cheesy Bites commercials running from Feb. 4 to March 24 will feature a hidden code within them. Viewers who spot them will be encouraged to send the codes to THEHUT (843488) for a chance to win a variety of prizes.
Over the course of the seven-week campaign, the codes will become more challenging to find. Each person who texts the correct code will be entered for a chance to win several sweepstakes prizes. Participants also can elect to receive offers valid at a local participating Pizza Hut restaurant.
Prizes offered include one grand prize of $30,000 (which may be used to purchase a car), five first-prize entertainment packages (gift cards valued at $4,000 each), 20 second-prize Ã¢Â€ÂœPizza For a YearÃ¢Â€? gift cards totaling $400 each, and 500 third-prize music download certificates worth $5 each.