Pizza Hut’s Evolution: From Twintern to Tweetologist
In an age where fast-food chains and technology converge, Pizza Hut makes headlines with a fresh approach to Twitter management.
The Birth of the “Twintern”
Many businesses have harnessed the power of social media. But hiring an intern specifically for Twitter, or a “Twintern“, was unique to Pizza Hut. Stephanie Clifford from the New York Times highlighted the Twintern’s role, describing them as the brand’s “social media journalist”. This role wasn’t just about tweeting. They had to attend corporate events, relay brand happenings in bite-sized tweets, and defend the brand’s online reputation.
Beyond Traditional Roles
The Twinternship, as outlined on Yum’s website, wasn’t just another internship. It promised:
- Hands-on social media experience, spanning Twitter, Blogs, Facebook, YouTube, and emerging platforms.
- Rare access to marketing meetings, brainstorm sessions, and ad shoots.
- The freedom to scour social media for interesting, relevant content for Pizza Hut’s loyal fanbase.
- Opportunities to create and edit video content.
- Roles in media outreach and national PR program executions.
Whether other Yum brands, such as Long John Silver’s, A&W, or Taco Bell, will follow suit remains a mystery. But Pizza Hut’s online order stats might be a driving force behind this initiative.
Online Pizza, Twitter, and the Big Picture
Online pizza orders have surged. As noted by Emily Bryson York from AdAge, major pizza chains conduct 20-30% of their business online. But they’re aiming higher, targeting the 50% mark. For this growth, strategies extend beyond traditional marketing. Tools like Twitter have a critical role, offering opportunities and challenges.
The Tweetologist Era
This story’s highlight? Alexa Robinson. Initially Pizza Hut’s summer Twintern, Alexa later transitioned into a permanent role. But what should this new title be? Pizza Hut turned to its Twitter followers for inspiration. The result: Alexa’s new title of “Tweetologist”.
Reflecting on her journey and title, Alexa shared, “It was a lot of fun to see our fans and followers think outside the box.” Today, she proudly displays her innovative title on her business card.
Closing Thoughts
The collaboration between Pizza Hut and its online community is a testament to the brand’s innovative approach. As businesses adapt to a digital landscape, roles like “Tweetologist” highlight the intersection of food, tech, and community.
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