Unlock Pretzel Crust
Little Caesars

How do you promote a pizza that’s been gone for two years? You get your pizza-crazedfanatics to do it for you.

To announce the return of our cult classic Pretzel Crust Pizza, we devised a way to transform our passionate pretzel-crazed maniacs into bona fide social media influencers — all without paying them a penny.

How? By challenging them to find hidden codes that would #UnlockPretzelCrust and dozens of unique pretzel-themed prizes before the pizza was officially back. We hid codes in crop circles, at sporting events, in commercials, and in our posts. Heck, we hid them in the middle of nowhere (literally). And once our fans knew that these codes could be anywhere, suddenly they were talking about them everywhere.

Just like that, tweet by tweet, post by post, we were able to officially turn our Pretzel Crust fanatics into unknowingly unofficial Pretzel Crust “influencers,” as unique as our pizza itself.