Having an active and robust Twitter feed is a goal of many companies and DiGiorno Pizza exemplifies a company that has been able to do just that. The pizza brand has several things going for it. For one, they sell pizza. Pizza is a product often associated with fun, it is much beloved, and easily associated with staying in and watching movies or the hottest TV program with friends and family. DiGiorno regularly capitalizes on this fact. Whether it is live tweeting the reboot of The Sound of Music or engaging with the Oscars. The brand writes in a casual and humorous manner and engages with the latest craze of the day.
Take for instance their Tweets during the 2014 Oscars, when host Ellen Degeneres had pizza delivered to the show. Another example of the brand making good use of their Twitter feed is when they came under fire for their ties with a Wisconsin dairy farm that had recently been exposed for abusing it’s cows. DiGiorno has cut ties with the farm and responded with personal tweets to all those who voiced their disapproval on the brand’s Twitter account. Read about it here.
Thus showing how empowering a smart in house Twitter user as opposed to an automated bot can bring a brand accolades during times of fun, and win back trust during a crisis.