YPA’s Stephanie Hobbs wrote an article for this week’s Locals Only column at Search Engine Land, and in it she used the recent Hidden Pizza marketing campaign for the Australian Yellow Pages as an example of why local businesses need to take a multi-platform approach to modern advertising. However, Ed Kohler, outspoken critic of yellow pages advertising, took exception to the article in both the comments and on his blog, calling it a “rigged study”.
Posts Tagged ‘word of mouth marketing’
Or, “How to get the hipsters to use the yellow pages again – give them free pizza!”
A secret restaurant offering free pizza to any smart enough to find it is apparently a front organization for a guerrilla marketing campaign to promote the Yellow Pages down under. “Hidden Pizza” emerged via a website and some word-of-mouth-marketing, offering free pizza to anyone who can find it for the next two weeks.
Catch is, they apparently want you to find it a certain way. According to their site’s “Find Us” page:
Finding the restaurant is easy, just look it up the way you would any other business from April 12 – April 25 and the pizzas are free.
The business apparently doesn’t have a Google Maps entry as of yet, but The Age reveals that the restaurant is part of a marketing campaign that’s likely on behalf of Sensis, Australia’s Yellow Pages company.