Valley PR Blog

It’s not advertising…it’s Twitter

By Len Gutman on April 13th, 2009 In Marketing

Kraft Foods and Weber Shandwick will be launching a new DiGiorno pizza in part by asking influencial Twitter users to hold Tweetups where attendees will get to try the new flatbread style pizza. Is this a good idea?

I think it’s interesting, but as one of the folks who commented on the story said people are just going to show up for the free pizza. The thing I don’t like about this particular campaign is that they are only trying it in a couple of cities so the reach is really small. Why not simply tweet links to coupons so many more people can try the pizza?

I guess I’ll give credit to Kraft for integrating Twitter into an ad campaign, although it’s only a very small piece of the overall advertising pie (if you will). I’d be interested in seeing the results, though I doubt we will. How many pizza Tweetups actually took place and what did the attendees think of the pizza? I suppose the exact same information could be gathered from a good old fashioned focus group. In fact, that’s all this really is except that the attendees are invited randomly via Twitter. It isn’t a viral campaign at all.

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