Thursday, April 09, 2009

Hurry-Up Marketing

Really, it makes all kinds of sense…fueling a “tweet up” with pizza. But now it seems that Kraft - through its DiGiorno brand - is taking it further.

But, can social media really enhance the relevance of something like frozen pizza, which is a borderline commodity?

The article notes a little later on that the DiGiorno has been one of the more technologically advanced brands in the Kraft quivver. They intercepted “Yelp and Citysearch users looking for ‘pizza delivery’ and instead offered DiGiorno.“ This to me seems a more interesting and grippy way to propagate the brand.

Now here’s the catch…what happens if the pizza sucks? How quickly will that word spread?