• Ad Age, Thursday, April 9, 2009 10:48 AM

Kraft is launching a new DiGiorno's flatbread pizza but such is the 140-second prominence of Twitter as a marketing medium to save all marketing mediums that the news is that tweets will be part of its rollout strategy. PR agency Weber Shandwick will reach out to influential tweeters willing to host tweetups -- or in-person get-togethers prearranged on Twitter -- in Chicago, New York and Los Angeles, Emily Bryson York reports.

Exactly who those influential tweeters will be "is something we're in the process of working out with the folks at Weber," says Tom Moe, director-marketing for Kraft's DiGiorno brand. Kraft will measure success based on engagement at the events, he says, and how much tweeting and blogging is generated by it.

The new pizza is a thinner, crispier version of the premium frozen product. Oh, and by the way, DiGiorno is also using TV and print. In fact, Kraft boosted measured media spending for DiGiorno 20% in 2008 to $42 million, according to TNS Media Intelligence.

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