Kraft’s DiGiorno brand pizza has teamed up with PR firm Weber Shandwick to leverage Twitter to as part of its launch of a new pizza. The Twitter marketing plan is to identify influential Twitterers and deliver pizzas 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.”
Can’t knock them for trying, but we’ll definitely be watching this one carefully. There are way too many opportunities for it to go wrong. We can only hope that they’ve worked through a lot of potential scenarios – positive and negative.
We hope that the DiGiorno marketing folks are sincere. That they engage with the Twitter community. That they understand that they are making a commitment that shouldn’t be dropped after their initial launch. Last but not least, we sure hope that our they prove our first thought wrong – that this entire exercise was driven by the opportunity to generate some buzz by throwing ‘Twitter’ into the launch plan.