Little Caesars ‘case study’ demonstrates timing is everything

Promoting its new deep dish pizza with a clever social media stunt timed just prior to the Fourth of July holiday, the pizza chain thanks America for its overwhelming support.

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The pizza-on-the-cheap purveyor kicked off a campaign to promote its deep dish pizza early last week with this post:

Hey Caesar Nation, show us how much you love our new DEEP!DEEP! Dish pizza by setting off a firework this week.

The nation, Little Caesars point out, responded overwhelmingly. They thanked the country and their fans “for the incredible 800,000,000,000+ fireworks set off last night in support of the DEEP!DEEP! Dish pizza! What a show!! We love you too, America!!”

The chain’s tongue-in-cheek approach worked. Claiming Fourth of July fireworks were for a new pizza rather than America’s birthday could have easily angered Facebook fans, but the light touch instead had many of them laughing (and a few of them simply offering confused corrections).

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