Tony’s Pizza launched a regional marketing campaign around its square-shaped pizza, the campaign is designed to eventually expand to a national audience via social media and mobile aspects.
The regional aspects of the campaign involve an on-the-road tour. Participants at these road tours, will be prompted to "like" Tony’s Facebook page and scan QR codes that direct them to an online sweepstakes site. Tony’s Pizza hopes to build national awareness by driving regional consumers to interact with the brand via social media.
They want to emphasize in the campaign the pizza new shape. "Because we’ve gone to the square shaped pizza, we wanted to play that up and still maintain the overall message that more food in every box means a better value," says Kelly Hilgert Spronk, brand manager for Tony’s Pizza at Schwans, which owns the product.
Though Facebook is the only social media platform currently being used, Spronk says that Tony’s is looking at different avenues to engage the consumer through social media. However, the current goal is to continue to create awareness around the square-shaped pizza with the consumers who use Facebook the most.
Tony’s Facebook page has received 5,000 additional "likes," and entries on the online sweepstakes page have quadrupled, according to Spronk.
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