Case Study - Use of Twitter to launch California Pizza Kitchen in India

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Case Study - Use of Twitter to launch California Pizza Kitchen in India.

In this case study you will learn how AliveNow helped the California Pizza Kitchen brand leverage twitter to create a buzz and get footfalls for their inaugural launch in Mumbai.

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Case Study - Use of Twitter to launch California Pizza Kitchen in India

  1. 1. CPK Tweet of the DayClient: California Pizza Kitchen India By AliveNow
  2. 2. CPK Tweet of the day - Introduction• California Pizza Kitchen (CPK) India was opening their first outlet at Bandra Kurla Complex in Mumbai• As CPK’s social media agency, we wanted to create a buzz and convert fans/followers on Facebook/Twitter into foot-falls and generate sales• We introduced CPK Tweet of the day
  3. 3. OVERVIEW OF CPK Tweet of the Day• OBJECTIVE: Create a buzz on social media. Convert fans on Facebook and followers on twitter to customers/walk-ins in store• INCENTIVE: 10 Free Pizza’s everyday!• PLATFORM: Twitter and Facebook
  4. 4. How does CPK Tweet of the day work?- Follow California Pizza Kitchen on twitter @CPK_India (http://twitter.com/CPK_India)- Every morning (and throughout the day), we will be tweeting the "CPK word of the day." Make sure you write down or memorize this word.- Go to California Pizza Kitchen in Mumbai on that day and tell the manager on duty this "Word of the day" that you got from our tweet.- The manager will check if you are amongst the first 10 fans/followers that day to walk into CPK with the "Word of the day". If you are, then you GET ONE FREE PIZZA OF YOUR CHOICE!!- Keep checking back for new CPK word of the day everyday! Pass on this message to your friends and everyone else. CPK Tweet of the Day will continue for 30 days, and every day we will be giving away 10 free pizza’s!!
  5. 5. SampleTweets from@CPK_India
  6. 6. SampleTweets from@CPK_India
  7. 7. Responses and @metions for the campaign
  8. 8. Campaign outcome• Everyday we were driving footfalls to CPK due to the campaign• Many re-tweets, @mentions and hashtags mentioning that Free Pizza was available and giving details about the campaign• Through this campaign we were also able to communicate virally the opening of the new California Pizza Kitchen in Mumbai
  9. 9. Campaign outcome• 28 out of 30 days, all 10 free pizza’s were given away• About 12-13 days (mostly Fri/Sat/Sun) after the first 10 won free pizza’s, there were almost 20-30 more inquiries for the free pizza in store.• 60-70% of the winners came with a group so not only did they get the free pizza, they also ordered more food resulting in sales.• The “Free Pizza” created an incentive for people to come.• Objective of the campaign was achieved – A buzz was created and there were footfalls to CPK
  10. 10. THANK YOU.

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