Here’s a brand with the tagline “it’s not delivery, it’s DiGiorno” and yet in order to create some Twitter Buzz they are planning to “deliver” pizza to influential Tweeters.
Is there a better example of fogetting brand values and the brand message for the sake of a quick bit of buzz?
They talk about building engagement, yet if they’re really after online engagment they ought to be thinking about sustainable conversations and relationships. Not one-off Tweetups.
I’m all for trying out Social Media and giving things a go, but this is so clearly off-message that I can’t believe it’s been thought through. It’s stinks of traditional PR/ad agency thinking applied online.