Netflix’s crackdown on password-sharing began in the U.S. this past week.
According to a study by Parks Associates, 40% of U.S. Internet households share credentials or use credentials from others. While password-sharing has brought negative reactions, frozen pizza brand Red Baron is making the most of this opportunity with Pizza Sharing, a limited-time promotion offering customers a coupon for a free Red Baron pizza to share with their friends and family.
Marketing Daily spoke with Maddie Essman, senior marketing manager at Schwan’s Company, the owner of the Red Baron pizza brand, about this effort. Below are excerpts of that conversation:
Will these ads run on TV or just online?
This campaign and limited-time promotion was hosted online in collaboration with creative agency TBWA\Chiat\Day LA and will run exclusively on Red Baron pizza’s social-media platforms, including Instagram, TikTok and Twitter. Content will direct users to the Red Baron Pizza Sharing microsite (redbaronpizzasharing.com), where consumers can request a coupon for a free Red Baron frozen pizza. The campaign was scheduled to run as long as supplies last, and all pizzas were claimed within approximately one hour of launching.
What does Red Baron have to do with Netflix and password sharing?
Whether it’s a pizza or a show, we know consumers love sharing. And at Red Baron pizza, sharing is at the heart of everything we do!
While more people may opt out of sharing their account passwords for streaming content, that doesn’t mean they can’t gather to share a pizza and take in their favorite movies and shows together. In response to this change of sharing streaming services, we wanted to give streaming fans something to smile about, and we wanted to do it in the most fun and easy way possible.
Has Red Baron run similar campaigns? If so, what were they?
In January, TBWA\Chiat\Day LA, and Red Baron pizza launched the “Hometown Throwdown Challenge” digital campaign as an extension of Red Baron pizza’s “Share Something Awesome” platform. While the campaign differed from this one, it also focused on ways pizza can bring people together. The challenge was designed to highlight the unique hometown flavors across the country while encouraging people to customize and share their own pizza creations.