Everybody is Twittering these days, even if they don't know what it means. And in the latest sign that social media has equaled the stature of their print, radio and TV predecessors, this story from Crain's (the on-line version, of course) reports on a new product launch conducted via Twitter.
Kraft's DiGiorno Pizza brand will hold parties for Tweeters to showcase a new pie. Perhaps what's most notable about this story is not the fact that DiGiorno is tapping the Tweeter community, but the highly calculated way it's going about it.
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After all, word of mouth campaigns tend to flourish precisely because they seem unrehearsed. Whether the outlet is YouTube, Facebook, Twitter or a blog, on-line cultural sensations resonate in part because they appear to have originated organically. People trust their friends more than they trust a professional pitchman.
But by announcing these Twitter parties, the DiGiorno marketing team is making little pretense about their attempt to orchestrate their street cred.
It would seem to buck the current orthodoxy in the communications world that traditional PR methods -- news releases, press conferences -- won't work with upstart social media that pride themselves on resisting marketing manipulation.
But the new frontier of social media is still so uncharted that there really can't be any orthodoxies. So it will be interesting to watch how this DiGiorno campaign fares.
In the meantime, the marketeers at DiGiorno have done of savvy job of generating news coverage on the mere fact that they're engaging Twitter. They've already leveraged the campaign without generating a single tweet.
Illustration taken from utdummies.com via Google Images.
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