What are you doing? Or perhaps the better question is, "What is Kraft Foods doing?" This key Twitter phrase (What are you doing?) is certainly appropriate.Advertising Agereports that the Northfield, Ill., food giant is working with public relations agency Weber Shandwick to introduce new frozen DiGiorno flatbread pizza via Twitter.
The strategy: identify influential "tweeters" who would be willing to host "tweetups" (in-person get togethers) in Chicago, New York and Los Angeles. In turn, Kraft will deliver DiGiorno to the events and it hopes attendees will spread the word. Tom Moe, director of marketing for Kraft DiGiorno, says Kraft will measure success based on engagement at the area events, as well as follow-up tweeting and blogging.