O2 Media has announced the results of its Pizza Hut campaign, in partnership with media planning company Starcom. The campaign, to promote Pizza Hut’s Happy Hour, Lunch Buffet and Kids Eat Free offers, incorporated a range of channels, including TV, outdoor, and mobile messaging.

Mobile proved 142 per cent more efficient in delivering incremental sales revenue than the measured campaign average, 4.4 times more efficient than TV, and 2.6 times more efficient than online.

“We’re delighted with these results because efficiency is always important in digital,” says Scott Muncaster, marketing manager, digital, at Pizza Hut. “Mobile is a particularly exciting platform as it is highly targeted and has the ability to reach people near our restaurants, and we look forward to working with O2 again in future campaigns.”

The campaign, which ran for 15 months, incorporated various O2 Media services, including its intelligent demographic targeting and location-based You are Here service, which was able to message any consumers over the age 18, at the appropriate times of day, who were within half a mile of a Pizza Hut restaurants.