DiGiorno wanted to extend their reach to new audiences and be part of the football conversation throughout the NFL season without a large media spend or sponsorship. So we took that objective, thought about where guys were getting together to really follow and participate in the NLF season, and we recommended Fantasy Football as a smart place to "play". And then we came to the insight that men LOVE to talk smack if they are in a Fantasy league. So we took to Twitter and started to help people smack talk with a vengeance. All of which lived under a magical little hashtag called #DiGiorNOYOUDIDNT.What started off as fantasy football smack talking has now evolved into a catch phrase for us and our 68k followers. It gets dropped anytime someone wants to tweet smack about anything. To date, the campaign and its hashtag are responsible for over 35mm impressions and a 48% follower growth.
Twitter (some of our favorite fantasy football smacks): http://tackk.com/7e8ntp Complete search results for #DiGiorNOYOUDIDNT: http://goo.gl/F2IrXK
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