To celebrate Silicon Valley’s Season 5 premiere, the show’s fictitious pizza delivery startup became a reality. In a guerrilla marketing stunt utilizing both social and offline platforms, we teamed up with HBO to make Silicon Valley’s pizza delivery startup “Sliceline” a reality. The activation was fueled by Twitter, but also relied on a digital partnership with fan service Fooji to make free pizza deliveries, decked out in Sliceline branding and Silicon Valley messaging.
THE IDEA
With a strong presence in the Season Premiere, Sliceline is a surefire way to garner public attention, push our technical capabilities all while creating a strong branding to the show and ongoing storyline. We consulted and worked with teams at HBO and The Drone Dudes in order to plan and create custom armature for the drones to both be able to carry a pizza box, and deploy it on delivery, along with the plan for pizza creation and organization via Fooji.
With a strong presence in the Season Premiere, Sliceline is a surefire way to garner public attention, push our technical capabilities all while creating a strong branding to the show and ongoing storyline. We consulted and worked with teams at HBO and The Drone Dudes in order to plan and create custom armature for the drones to both be able to carry a pizza box, and deploy it on delivery, along with the plan for pizza creation and organization via Fooji.
THE EXECUTION
For one day only, hungry fans in three major cities saw their pizza dreams come true in Los Angeles, San Francisco and New York. The stunt kicked off on Twitter with an announcement from @SiliconHBO. Fans who tweeted #Sliceline and a pizza emoji received an automatic response, which lead them to an official order page where they entered their information. Local pizzerias around the city fulfilled orders, delivering pizzas in Sliceline boxes, and the maximum allowable via FAA regulations being out by drone.
For one day only, hungry fans in three major cities saw their pizza dreams come true in Los Angeles, San Francisco and New York. The stunt kicked off on Twitter with an announcement from @SiliconHBO. Fans who tweeted #Sliceline and a pizza emoji received an automatic response, which lead them to an official order page where they entered their information. Local pizzerias around the city fulfilled orders, delivering pizzas in Sliceline boxes, and the maximum allowable via FAA regulations being out by drone.
MEASURING SUCCESS
By the end of the day, 714 pies were delivered before the parody service sold out and declared “bankruptcy.”
By the end of the day, 714 pies were delivered before the parody service sold out and declared “bankruptcy.”
What a slice of heaven
