DiGiorno is launching its new flatbread pizza via traditional media channels -- and on one not-so-traditional one. The brand is looking for highly influential twitterers and will be offering to deliver pies to their tweetups.
"We've always been out there with a lot of different media touch points, with a combination of online and offline," Tom Moe, director-marketing for Kraft's DiGiorno brand, told AdAge. "We're always looking for the newest and most relevant places to be in both areas, and we thought this would be a great offer to combine with Twitter."
PR agency Weber Shandwick will be responsible for deciding who's influential enough to merit free food at their meetings. No word on whether the select few will receive frozen pizzas, or something of a more ready to eat variety. Moe says results of the campaign will be measured by engagement at events, and how much social media chatter is generated later. Again, no word on whether or not the pizza has a dedicated hash tag.
Rebecca Lieb oversees Econsultancy's North American operations.
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9:10AM on 12th April 2009
Is it just me, or does this feel like a company using technology for it's own sake, because it feels exciting, rather than because it fits with broader business or marketing goals?
Here's a post about it: FreshNetworks Social Media blog on DiGirono
Charlie
7:54AM on 14th April 2009
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