It’s not easy being cheesy — unless you’re running DiGiorno’s Pizza Twitter account, that is.
The frozen pizza chain has taken a lighthearted approach to the social scene with its Twitter account, located at @DiGiornoPizza. On it, it not only makes general comments about its product, but also live tweets with certain events, including televised World Wrestling Entertainment programming, as well as the recent Harry Potter film event that aired this past weekend on ABC Family.
In one example, DiGiorno playfully responded to ESPN’s #AskSportsCenter hashtag by asking, “are you having pizza for lunch today and if not why not”.
During the Harry Potter films, posts included, “I ‘WAND’ SOME PIZZA hahahaha almost time for bed #potterheadweekend” and “Severus Snape is someone who acts like he doesn’t want the last slice of pizza so you can have it #hero”.
It even poked fun at LeBron James’ recent decision to return to Cleveland, stating in a humorous tone, “‘I’m coming home’ — Your DiGiorno pizza on the way back from the store.”
The Sound of Music Live event got some DiGiorno love:
As a result, more and more customers have been following the account, which now has nearly 80,000 followers. Here’s hoping more corporate companies follow its, ahem, cheesy tone.
It’s an excellent example of how to create a social media following for the most ordinary of products. While people love pizza, it’s not something you really need an endless stream of information about. Creating interest in a subject that inherently doesn’t have a lot of new or interesting information coming out is a big challenge, one that DiGiorno has met admirably. Adroit use of humor as well as connections to current events are a good way to generate and sustain interest, and create a positive brand image that can stick with consumers the next time they happen to be in the right place to purchase.
You can follow the DiGiorno Twitter account here.
Source: DiGiorno Twitter
