Case Study - Chapter 14
Chapter 14 Case Study - Col'Cacchio #PriceSlice
1. Why was Twitter well suited to the Col'Cacchio #PriceSlice campaign?
Twitter is an easy to use free social media website, which has a trend system with hash tags. Twitter works more or less towards a domino effect. When someone tweets #PriceSlice, their followers get to see this tweet which could spark some interest. Some of these followers who knew about the campaign to the original post might also tweet the same hash tag, and then their followers see the tweet, etc etc. In addition after the #PriceSlice hash tags get posted repeatedly by a lot of people it eventually trends, the name probably says it all, but it means that a certain hash tag becomes very popular in a somewhat short time. Everyone who uses twitter can then see the #PriceSlice hash tag somewhere on their website under the list of other Trending Topics. Which again creates more awareness.
2. How were hash tags useful for this campaign?
Hash tags are used to categorize tweets, people us the hash tag symbol # before a relevant keyword or phrase which makes it easy for Twitter Search. When a hash tag becomes popular it is known as a Trending Topic. The repeatedly use of the hash tag to become popular and after the hash tag becomes a trending topic creates a lot of awareness in a short time, and not the mention it is completely free. As stated previously this market strategy can be compared to a domino effect.
3. Comment on the interaction between offline and online touch points used in this campaign.
Col'Cacchio have next to online objectives also off objectives such as increasing the Drive in-store sales. But not only that they used social media for awareness and promised potential customers a discount on their pizza if they spread the word, the #PriceSlice hash tag. Nonetheless the customers still have visit either the website to order or actually visit a located Col'Cacchio branch to use and take advantage of the campaign discount. This is something so simple but well executed by Col'Cacchio and the team at Quirk.