“Dough-Rei-Mi” How DiGiorno Pizza Took Center Stage During The Sound of Music
The award for best performance of Thursday night’s live production of The Sound Of Music goes to DiGiorno Pizza. As viewers prepared to enjoy the heartwarming theater production of the 1965 film, Digiorno Pizza was cooking up a tasteful treat for the audience.
The popular frozen pizza brand had the Twitter-verse hanging on every word during it’s live-tweet of the show with comments including, #TheSoundOfMusicLiveCan’t believe pizza isn’t one of her favorite things.”
The twitter-feed can be viewed here: http://www.thedailymeal.com/news/digiorno-pizza-live-tweets-sound-music/120613
Their tweets were so popular that #DiGiorno soon became a trending topic right next to #TheSoundofMusicLive.
This was a fantastic move by DiGiorno’s social media team. They had a captive audience with all the publicity generated surrounding this musical premiere and used this to their advantage.
According to a recent article by Caroline Moss, Business Insider, “This outburst of weird and enthusiastic tweeting from DiGiorno over a rendition of an iconic musical could have easily worked against the brand. But everyone loved it. DiGiorno was praised by the likes of BuzzFeed , The LA Times , AdWeek and The Hollywood Reporter.”
Twitter is an open forum where companies can appear more human and interact with their followers. If done tastefully and in the right context this could be a widely successful maneuver to increase brand awareness.