Case Study: Tweet for Pizza
This is the case study on the effectiveness of utilizing twitter as a marketing vehicle for local internet play and small businesses.
Seeing twitter as the emerging platform of choice for marketing, we are interested to know if a twitter campaign will have a positive impact on local internet play such as ourselves, GetQuik.
We DO NOT have:
-Global reach
-1 million user base
-Conventional marketing media (such as radio or television ads) to promote this campaign
We ONLY have:
-147 followers on twitter
-$200 budget
-0.5Ken + 0.5Peter working on this (we will be busy doing other stuff as well)
The campaign will be focused around a micro-website called pizza2stanford.com that we’ve created. With a new and almost unknown brand name, we can isolate and correlate the performance of the website directly to the effectiveness of the twitter campaign. This would be very relevant to many small businesses since most of them are in the same situation where they do not have an online presence and brand name.
The campaign will take the form of a lucky draw, where the GetQuik Administrator will pick a contestant as winner randomly. The campaign starts today (8/13) and the winner will be announced every Wednesday at 5pm-ish via twitter so participants are encouraged to follow getquik .The winner will win a so called “pizza” which is actually a $20 credit in a GetQuik account, useful at all the participating GetQuik restaurants (which, of course, include pizza places). The campaign will last for 10 weeks, with the last draw happening on the Wednesday that falls on 10/21 (which happens to be my birthday, nice).
To join the contest, a person must send out a tweet with #pizza2stanford included somewhere within the 140 characters. No purchase from GetQuik is necessary. Every valid tweet has an equal chance of winning the prize. However, he or she has to be in the Bay Area to win because GetQuik’s network is currently only in the Bay Area so the prize is pretty much useless elsewhere.
Due to this geographical constraint, we expect twitter’s network effect to be pretty much dampened. Besides the website pizza2stanford.com (which is GetQuik’s pizza ordering vehicle serving the Palo Alto community) and our own tweets from our twitter account (twitter.com/getquik), there will be no other form of promotion for this campaign.
Given such conditions we would like to find out:
-Is twitter suitable for local internet market play? Does it bode well with businesses that are localized for example small businesses?
-Is twitter by itself a strong marketing device that could grant a marketing campaign to have a life of its own?
And of course the $20 question – would anyone tweet for a pizza?
We will document the progress of this campaign on this Blog and share its findings with everyone. We will share the number of hash-tags tweeted, increase in traffic due to the promotion (if any) and increase in sales due to the increase in traffic (hopefully!).
Hello,
