With the delivery giants like Dominos, Pizza Hut and Papa John’s outspending us with advertising and sponsorships, we needed to create an integrated campaign that strategically positioned the brand throughout the football season and showed why DIGIORNO pizza is the right call on game day.

When hosts #MakeTheRightCall with hot and fresh-baked DIGIORNO pizza during the Big Game, they’ll create a winning moment of connection over food. Regardless of the outcome on the field, it’s important that our marketing platform clearly illustrated that and show fans why skipping delivery and serving DIGIORNO to friends and family is the right call.

The #MakeTheRightCall platform would take previous messaging around delivery and bring it into the forefront during the football season through an integrated campaign. It would also move beyond a functional message to a more emotional territory that would increase brand relevance and affect consumption.

-We initially brought DIGIORNO into the social conversation organically by partnering with Vine/Twitter influencers to create humorous content around #MakeTheRightCall.

-To create content specific for the Big Game, we partnered with pro linebacker Clay Matthews to film a video series called “Typical Game Day Party Guests” in a look at the wrong calls fans often make on game day.

-In a DIGIORNO first, the unique series brought together a larger-than-life sports personality with fan-favorite social media stars in content that was not only entertaining, but also pushed digital content boundaries.

-The videos were scripted, produced and timed to fit the tone, personality and social platform that best aligned with the social media stars - combined they have over 50MM followers!

-Following the reaction to the “Typical Game Day Party Guests” series online, we transformed the digital videos, optimizing for TV, to 15-second TV spots that ran leading up to the

KPI Targets:

-73-90 million media impressions

-85 - 90% positive tonality

-90% key message pull-through

-60 million video views on social media

-75 million impressions across DIGIORNO-owned social platforms

Sales Figures:

-12.7% growth for the 12-week heart of the campaign (Sept.-Nov.)

-At least a 5% growth during the NFL playoffs according to early projections

Integrated Campaign Results:

-Increased share of social conversation during football season (three-times higher compared to previous season)

-Exceeded earned media goals (120MM impressions, 130% of goal)

-Top placements: The Huffington Post, The Wall Street Journal, BrandChannel and Examiner

-99% of coverage was positive/neutral

-Whole campaign drove more than 69 million views of the “Typical Game Day Party Guests” on social media

-91% of fan engagements came from influencer-led content

-Generated over 100MM social impressions across Vine, Twitter and NFL Twitter Amplify