Good DiGiorno, Bad DiGiorno: Part 1

The good news? DiGiorno, the popular frozen pizza company, is generally REALLY good at social media. The bad news? Well, I’ll get into that with my next post so stay tuned!

In this age of technology we live in, social media is an essential part of a company’s interactions with the public. A strong social media presence is just another avenue for a company to show its personality and communicate with its consumers.

After taking a look at DiGiorno’s Twitter account, I was pretty impressed. DiGiorno tweets multiple times a day. Those tweets include both original content and interactions with followers. The social media team at DiGiorno really knows how it’s done.

There are two instances that DiGiorno’s social media really wowed me. As an inspiring PR professional, I love seeing a company with a creative social media presence, especially if it’s funny. I love PR a thousand times more if it can make me laugh.

Example 1: DiGiorno Pizza Does Sound of Music

In early December, millions of viewers tuned in to see Carrie Underwood as Maria in the live televised rendition of The Sound Of Music, and DiGiorno Pizza live tweeted the entire thing. What does The Sound Of Music have to do with delicious frozen pizza, you ask? Well, nothing. But DiGiorno’s certainly made itself relevant to the musical.

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Athough DiGiorno Pizza doesn’t seem relevant to The Sound Of Music, the pizza company took the opportunity to give itself a voice and make itself relevant to the event. The PR team at DiGiorno was aware that many viewers would be live tweeting along with the televised musical, so why not jump in to the conversation as well?

DiGiorno brilliantly participated in the conversation by changing lines and lyrics from the musical so that they related to pizza. This ultimately became a brilliant self-promotion tactic when Twitter users saw the exceptionally comedic tweets. DiGiorno certainly enhanced its reputation and public presence with its creative and funny contribution to the conversation about The Sound Of Music.

Example 2: DiGiorno Pizza Does AFC and NFC

Once again, DiGiorno Pizza brilliantly joins the conversation during the American Football Conference and National Football Conference by live tweeting. The company also used the hashtag #DiGiorNOYOUDIDNT to accompany its hilarious one-liners (of course relating to pizza) throughout last Sunday’s football games.

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Yet again, DiGiorno used this opportunity to join the Twitter conversation and promote itself and reinforce the laid-back personality of the company by relating the football games to its product in a comedic and laid-back style. Personally, I think there’s no better position to be in than when the public thinks your company is funny and engaging.

Screen shot 2014-01-29 at 5.13.34 PMAlthough DiGiorno has history of an excellent Twitter presence, not everything with the company’s social media is all sunshine and rainbows (or should I say stuffed crust and pepperoni). DiGiorno did itself a disservice by halting Twitter activity after the company’s dairy supplier was accused of animal abuse. Next week I will discuss the effects of that decision.


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