Everyone loves a good pizza — but what people love more is a discount.
Pizza outlet Col’Cacchio has just launched its “Slice the Price” viral campaign which has seen it take to Twitter, encouraging people to tweet the hashtag associated with the campaign (#priceslice) to generate a buzz around the brand.
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The more someone tweets #priceslice the greater the discount they receive on their next pizza. The campaign has only been launched on social media platforms and in order to redeem their discount patrons need to whisper the tag line “Price Slice” when ordering.
Taking cognizance of the power of viral marketing, Col’Cacchio identified influential bloggers within various networks and seeded the campaign.
The first step was to plant the seed and get the bloggers’ taste buds tingling. It dropped a casual mail asking (for clear apparent reason) what each blogger’s favourite pizza was. It went a little something like this:
We’re launching a new campaign for Col’Cacchio pizzeria and we’d love to tell you about it. Would it be ok if we stopped by to make a hot little delivery next Friday… sometime before noon? If so, please let me know your most convenient address and a contact number, just in case.
Also, and this is a totally hypothetical question, more of a survey really, if you were to choose one of the following pizza-related statements, which would it be?
- I’m a fan of veggies and would probably enjoy a Griglia: Roasted Vegetables, Feta, Rosemary.
- I love chicken so a Campagnola is the one for me: Smoked Chicken, Caramelised Onion, roasted Baby Potatoes, fresh Thyme.
- Spice is nice and so is The Moghul: Indian Butter Chicken Breast Strips, Fior di Latte Mozzarella, Yoghurt, fresh Coriander, topped with crispy Onions.
- Salami is the meat of life — I’d choose a Foresta: Salami, Black Mushrooms, Garlic, Green Pepper, Feta.
Yours in pizza perfection
Col’Cacchio’s
What I really like about this campaign is the use of social media as the primary medium to communicate the campaign and seed it through using key influencers within various markets to generate a buzz and viral spin-off.
It’s becoming more apparent by the day that word-of-mouth is the way forward and people are more likely to trust and value information shared by those they know and chose to engage with as opposed to generic brand noise.
It will be interesting see how this campign affects its following on Twitter and Facebook. Its current fan base is not too shabby but there is room for improvement so let’s see whether the power of viral comes to the party and delivers results. Not just pizza.
On that note — looks like a little pizza is in order, I’ll certianly be tweeting and redeeming my reward this weekend! #priceslice
