Jan. 6, 2017
Little Caesars real winner of world's first texting tug-of-war

Free Little Caesars pizza was the reward for the world's first stadium-sized, rope-burn free tug-of-war game in Florida. And yet, the pizza chain itself may be the party walking away with the biggest prize from the stunt.

It happened Dec. 28 at the Russell Athletic Bowl in Florida involving fans with mobile devices in Orlando's Camping World Stadium. The game worked by pulling a SkyCam back and forth around the arena, based on the number of fans texting in each section during a one-minute activation period. Ultimately, fans in the section with the highest participation all won instant mobile coupons for free Little Caesars pizza, according to a news release. 

The new take on the old playground game was a combined promotion of Intelligent Entertainment of Central Florida, ESPN, SkyCam and Little Caesars.  

"By aggregating texts from the crowd in real time, the SkyCam moves around the stadium controlled by the fans during the one-minute promotion," Intelligent Entertainment Vice President of Business Development Ruben Garcia, said in a news release. "At the end of the activation, the winning section receives a mobile coupon, driving traffic to local Little Caesars."

Mitchell Lowe, president of the national Little Caesars franchisee, Sizzling Platter, was delighted with the football-based promotion. 

"It's a great way for Little Caesars to create a stronger bond between our brand and collegiate sports fans," Lowe said in a news release. "This is the perfect activation for Little Caesars. It's an innovative way to connect with fans during the game and then to encourage them to visit our restaurants afterwards."

The game ultimately ended with the Miami Hurricanes trouncing the West Virginia Mountaineers, 31 to 14. 

Photo: iStock


Topics: Business Strategy and Profitability, Marketing, Marketing / Branding / Promotion


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