Celebrity involvement, strategic rollout deliver huge views for DiGiorno pizza anthem

There may be no statistics on how many pizzas are consumed while people watch football on TV, but the number is probably staggeringly high—and DiGiorno frozen pizza wants a big bite of that total. To connect DiGiorno with football, the organization produced a music video—one that’s scored first place in the “Influencer Video” category of PR Daily’s 2017 Video and Visual Awards. 

“Rise to the Occasion: A Pizza Anthem” was designed for fans to watch while waiting for their pizza to finish baking in the oven. Research into previous football-related campaigns helped guide the approach to the video, which included working with a Grammy Award-winning rapper and producer to write and perform the jam, along with pro linebacker Von Miller to help “bring the party to life with his inimitable moves and Big Game expertise.” 

The video was released over social media channels in phases: It was teased in a 15-second YouTube trailer video, and released with a 24-hour YouTube masthead takeover. Interest in the video was sustained with influencer-led content, behind-the-scenes videos and creator content. A media campaign ensured the video got coverage in multiple outlets, including Sports Illustrated. 

The video racked up more than 43 million views, but more important, it contributed to lifts in purchase funnel metrics, including aided and unaided awareness, message association, brand favorability and purchase intent. 

Congratulations to DonerLA, JSM Music, Redfoo, Rami Hachahche, Devon Terrell, Diamond White, Madilyn Bailey, Marcus Perez and O-Fresh.