Talk about positive brand reinforcement in our own backyard. When 18-year-old freshman Jack Lavery was disqualified due to a technicality from winning a $10,000 price for completing the halftime challenge at a West Chester University Basketball game – making four shots in sequence within 25 seconds – Pizza Hut took to Social Media outlet Twitter and announced that it was offering him the money, plus free pizza for a year.

It’s a little known fact that college students love Pizza and $10,000 is no small change either. The publicity gained from the stunt resulted in a positive brand response for Pizza Hut. Lavery retweeted an encouragement to repay Pizza Hut by eating there for the rest of the year.

Additionally Lavery will be paying it forward, according to the Daily News, as he plans to donate $500 of his prize money to Woody’s Circle of Care, a local non-profit.