PlayStation – Pizza Hut

STUFFED CRUST PIZZA AND A BANDICOOT, THE HOTTEST PROMOTION OF THE HOLIDAY SEASON

Pizza Hut and Sony Computer Entertainment America Partner for First Time

For Immediate Release

Dallas, TX — November 19, 1998 — What happens when you pair up kids’ favorite food with the latest video games – you get the “hottest” promotion of the holiday season. Pizza Hut and Sony Computer Entertainment America are “pairing” Stuffed Crust Pizza with PlayStation® demo discs starting November 22.

In a series of humorous advertising, PlayStation character Crash Bandicoot™ tells America how to eat Stuffed Crust Pizza while promoting a demo disc of the hottest new by PlayStation just in time for holiday shoppers. The disc is offered exclusively, while supplies last, at participating Pizza Hut locations in conjunction with every Stuffed Crust Pizza ordered, the pizza people love to eat backwards.

“As a parent, I know how hectic the holidays can be and how challenging it is to entertain your kids when the weather’s cold and they’re stuck indoors,” said Randy Gier, chief marketing officer for Pizza Hut. “Not only are we giving fun and exciting new games to entertain kids, we’re giving Mom and Dad a break from leftover turkey – Stuffed Crust Pizza. ‘Scratch and Win’ gamepieces are with every sampler disc, giving pizza fans who order Stuffed Crust Pizza the chance to instantly win $200,000, a PlayStation console (100 consoles) or a popular PlayStation game (2,000 games).” Other prizes will be awarded, and customers can get information from participating Pizza Huts on obtaining a gamepiece.

Stuffed Crust Pizza, one of the most exciting products to ever hit the pizza industry, features a traditional pizza crust filled with 100% real cheese and baked until the cheese melts throughout the outer crust. Stuffed Crust Pizza features a sweeter savory sauce made, like all Pizza Hut sauces, with vine-ripened tomatoes and is topped with an abundance of high quality toppings including sliced fresh vegetables.

Gier added, “With nothing but cheese filling the crust, you’ll eat every bite of crust and eliminate ‘pizza bones.’ Cheese in the crust makes this pizza fun, and we’re all about fun. That’s why PlayStation games will make this holiday one to remember.”

Stuffed Crust Pizza ads emphasize the fun and frivolity of Crash Bandicoot, the popular PlayStation video icon. Stuffed Crust Pizza will be supported by 30-second television advertising created by BBDO New York. Print advertising, as well as in-store promotional materials, were created by TLPartnership of Dallas.

Positive Momentum at Pizza Hut

Same store sales continue to rise with reported increases of +5 percent in

Q4 1997, +5 percent in Q1 1998, +9 percent in Q2 1998 and +4 percent in Q3 1998. Gier noted, “This renewed vigor is attributed to several things: consistent passion for quality, an abundance of quality toppings, successful new product introductions, value-driven and competitive pricing, improved operations and service and a focus on providing an exceptional pizza experience. Consumers love Pizza Hut because they’re not limited to one or two crust types, they can have their pizza custom-made on almost any crust imaginable.”

Pizza Hut, a division of Tricon Global Restaurants, Inc., (NYSE: YUM) is the world’s largest pizza restaurant company, with more than 7,200 restaurants and delivery units in the United States and more than 3,000 units in 86 countries. This year, Pizza Hut is celebrating 40 years of making and serving great pizza. The company is the recognized leader of the $25 billion pizza category. Those hungry for more information can go to the Pizza Hut home page at www.pizzahut.com.

PIZZA HUT® AND SONY COMPUTER ENTERTAINMENT AMERICA REUNITE FOR UNPRECEDENTED HOLIDAY PROMOTIONAL PROGRAM

Purchase Of Pizza Hut’s Stuffed Crust Pizza Provides Consumers A Chance To Instantly Win PlayStation® Prizes And $500,000 Jackpot

DALLAS, Texas, November 3, 1999 – Pizza Hut and Sony Computer Entertainment America announced today a nationwide co-promotion, reuniting the world’s largest pizza restaurant chain with the dominant brand in videogame entertainment. Beginning November 14, each time a customer orders any Pizza Hut Stuffed Crust Pizza, they will receive one of two PlayStationā demo discs. Customers will also have a chance to instantly win additional valuable prizes including $500,000, PlayStation game consoles and videogames. Sony Computer Entertainment America has produced five million game demo discs for this promotion that is supported by a multi-million dollar marketing campaign that Pizza Hut launched this month.

Last year was the first time that the two industry giants entered into cooperative promotional efforts. The overwhelming success of the 1998 “Pizza-Powered PlayStation Giveaway” inspired both companies to re-enter into a partnership that will essentially double last year’s efforts. Sony Computer Entertainment America has produced five million game demo discs, in contrast with last year’s 3.5 million, which will be distributed at more than 7,000 Pizza Hut stores nationwide. This is the largest number of demo discs Sony Computer Entertainment America has ever produced for a promotion, making this one of the largest interactive videogame samplings to date. Consumers will have the opportunity to sample 10 titles including Gran Turismo™ 2, CTR (Crash Team Racing)™, Spyro (2): Ripto’s Rage!™ and Ape Escape™.

The nationwide promotion runs from November 14 through December 19, or while supplies last, and is available at participating Pizza Hut restaurants nationwide. Consumers who purchase a Pizza Hut Stuffed Crust Pizza (including delivery) during the promotional period will have the opportunity to win a grand prize jackpot of $500,000 and a wide assortment of PlayStation prizes, including one of 100 PlayStation game consoles with a copy of the new CTR (Crash Team Racing) videogame and one of 2000 copies of some of PlayStation’s most popular games. Two different demo discs have been produced, each featuring different games. Consumers will automatically receive disc one with the purchase of a Stuffed Crust Pizza and may request disc two with the purchase of their second Stuffed Crust Pizza. Prize winning discs will have a peel-away sticker adhered to the center of the disc. Customers may also write in to Pizza Hut to enter the sweepstakes and receive a free demo disc.

“This promotional program is a win-win situation for both organizations. Both companies recognize and respect the power behind our brands and realize the true value in partnering for a second year to reinforce and expand our consumer base,” said Andrew House, vice president, marketing, Sony Computer Entertainment America. “With the anticipated distribution of five million demo discs, loyal PlayStation consumers, as well as fans of Stuffed Crust Pizza, will have the chance to sample the hottest PlayStation titles right before the holidays. We are pleased that the promotion this year is bigger and better.”

The promotion is supported by a comprehensive marketing campaign composed of the following elements:

• • A full-feature television advertisement campaign will appear nationally with Crash Bandicoot, the character who stars in the PlayStation Crash BandicootŌ commercials. The Pizza Hut Stuffed Crust Pizza brand spot launched Monday and a dedicated promotional spot highlighting the specifics of the disc giveaway and sweepstakes will kick off on November 14.
• • In-store point-of-purchase displays will be featured at participating Pizza Hut restaurants nationwide.
• • Free Standing Inserts (FSI) will appear in newspapers across the country the week of November 14, November 22nd and November 29.
• • A direct mail campaign targeting millions of PlayStation game console registered owners will be distributed the week of November 22. The mailing will include information about the promotion, a $9.99 coupon for Stuffed Crust Pizza, a $5 coupon good towards PlayStation products and information about PlayStation products.

“In maximizing the potential of this promotion, both companies are committed to designing a program that will ensure increased reach and impact, further strengthening brand awareness,” said Bill Ogle, senior director, marketing, Pizza Hut. “We recognize the importance of synergy with regards to promotional opportunities and are very excited to work with Sony Computer Entertainment America once again.”

PlayStation is the dominant brand in videogame entertainment, with a game console in more than one out of every five households in the U.S. Likewise, Pizza Hut leads the $25 billion pizza industry with 22 percent of the market share. Identifying promotional opportunities together, the two leaders are able to maximize the benefits of joint marketing efforts.

The demo discs feature the following titles:

Disc One
• Ape Escape™ (Sony Computer Entertainment America)
• Cool Boarders® 4 (989 Studios)
• CTR (Crash Team Racing)™ (Sony Computer Entertainment America)
• Final Fantasy® VIII (Square Soft)
• Tony Hawk’s Pro Skater™ (Activision)

Disc Two
• Gran Turismo™ 2 (Sony Computer Entertainment America)
• Sled Storm™ (Electronic Arts)
• Spyro (2): Ripto’s Rage!™ (Sony Computer Entertainment America)
• The Next Tetris™ (Hasbro Interactive)
• Tomb Raider: The Last Revelation™ (Eidos Interactive)

Pizza Hut, a division of Tricon Global Restaurants, Inc., (NYSE: YUM) is the world’s largest pizza restaurant company, with more than 7,100 restaurants and delivery units in the United States and more than 3,000 units in 86 countries. The company is the recognized leader of the $25 billion pizza category.

Sony Computer Entertainment America, a division of Sony Computer Entertainment America Inc., markets the PlayStation game console for distribution in North America, develops and publishes software for the PlayStation game console, and manages the U.S. third party licensing program. Based in Foster City, Calif., Sony Computer Entertainment America Inc. is a wholly-owned subsidiary of Sony Computer Entertainment Inc.
For information about the promotion visit www.playstation.com. or www.pizzahut.com
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