Pizza brand Chicago Town is launching a digital campaign to promote the launch of a limited edition X Factor Takeway Pizza.
The company has teamed up with marketing and technology company, Amaze, on the campaign; which includes the design and build of a new promotional website built in HTML5, plus an integrated social and paid search campaign.
By entering a unique code printed on the inside of the limited edition packs into the website, consumers can win a share of a £2.5m prize pot, including music downloads, pizza vouchers and cash prizes of up to £10,000.
In addition to the campaign website, Amaze has produced a Facebook application, offering fans of Chicago Town Takeaway Pizza the chance to nominate a friend to win tickets to The X Factor live shows in October.
Natalie Gross, managing partner of Amaze, said: “As Chicago Town Pizza’s lead digital agency, we are committed to delivering strategic solutions that work to enhance the brand’s relationships with its consumers. In this case we have created a campaign closely tied to consumer behaviours, utilising social media and paid search to facilitate immediate interaction and producing a site that is accessible on multiple devices.”
Paula Wyatt, senior marketing manager of Chicago Town Pizza, said: “Our first partnership with The X Factor last year proved to be a huge success, allowing us to drive category arrivals and build an increasingly positive sentiment for the Chicago Town Takeaway Pizza range. We are very excited to be building upon last year’s campaign by rewarding our consumers with a fantastic set of prizes and utilising digital channels to build brand loyalty and facilitate engagement outside of purchase.”
The website can be viewed at http://www.chicagotown.com/xfactor/.