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Kraft launches new product via Twitter
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DiGiorno's new Flatbread Pizza - find it in your freezer ailse and on Twitter
The success of Twitter - the new best source for viral marketing - has caught the attention of Kraft Foods, so much that they are advertising the launch of DiGiorno Flatbread pizza over the website. While Kraft will also purchase airtime to advertise this new product on television, they are depending on their faithful consumers to create a buzz that will supplement their commercials and drive consumers to the grocery stores. Promoting the DiGiorno brand is not new, as Crain's Chicago Business reports:
DiGiorno has been among Kraft Foods' more technologically forward brands. When its popular "DiGiornomics" campaign launched in August, Kraft built accompanying contextual-search ads designed to intercept Yelp and Citysearch users looking for "pizza delivery" and instead offer DiGiorno. That program has been expanded for 2009.
It's important that using the internet to promote your brand can cut both ways. If your product is loved and appreciated by many, you'll get instant feedback and sales will go through the roof. On the other hand, if your product is terrible, by the end of the day you'll have Facebook groups that are 50,000 strong for individuals who hate your product. And, of course, we all know that bad reviews spread faster and are believed more than good reviews. Luckily, DiGiorno has a strong brand image and a long history as the top selling frozen pizza, so this approach may be a huge success for Kraft.
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