Social Media Rollout, Strategy, and Community Management for Red Baron Pizza's 'Pizza Sharing' Campaign
When Netflix announced they were officially cracking down on account
password sharing, the masses were devastated.
Our team responded by telling the world that although you can no longer share Netflix passwords, you can always share a Red Baron Pizza. We led people to a dupe Netflix site where they could pick their own pie profile, get a free pizza to share, and were encouraged to invite friends via social media.
As Netflix didn't give an official launch date for the change in password-sharing status, we utilized social listening to monitor conversations around Netflix and password-sharing on Twitter to strategically choose the launch day.
On May 31st when Netflix cracked down on large swaths of customers in the US, we dropped our pizza-sharing "trailer" across socials; with me posting via the official Red Baron Pizza accounts on Instagram, TikTok, and Twitter announcing the opening of redbaronpizzasharing.com.
To keep the momentum of the campaign going we went into our pizza-sharing war room and replied and QRT'd users from the official Red Baron Pizza Twitter account who'd been tweeting, sharing the site, along with accompanying pizza movie posters that spoofed classic movie and television tropes in the name of #pizza.
Within 90 minutes we were sold out and became Red Baron's most successful campaign to date, with our campaign being named "US Ad of The Day" by The Drum.
For a fitting finale, we sent out the free pizza coupons in DVD-like packaging
as a nostalgic nod to the red envelopes of Netflix eras past.
