The Godfather's Pizza "Mob Name" campaign aimed to strengthen the brand among the 18-25yo market, and provide a database for future marketing activity.
Online was beyond the budget, so we instead focused on mobile. The customer sent an SMS and in return receiving a humorous 'mob name' which they used
to order pizza and receive prizes.
We promoted through ambient media
in universities and student pubs. Delivery staff wore Mafia outfits
for a fortnight of the launch and brought the theme to the doorstep.