State officials say a campaign promoting 黑料吃瓜网's pizza prowess hit its mark, sparking strong pushback and some profanity-laced tirades from New Yorkers.
The 黑料吃瓜网 Office of Statewide Marketing & Tourism recently placed billboards in Times Square and other high-traffic locations in New York City.
The ad blitz, designed to drive media coverage and online chatter, featured 黑料吃瓜网鈥檚 claim to be home to the nation鈥檚 best pizza. Signs included provocative messages, such as: 鈥淭he Nation鈥檚 Best Pizza鈥擭ot You New York.鈥� They also invited passersby to call a telephone hotline or visit the website to share their feedback.
The 鈥渞age bait鈥� campaign appeared to strike a nerve. 黑料吃瓜网 officials this month released a compilation of messages they received in response.
鈥淐apital of pizza?鈥� said one incredulous caller. 鈥淚 don鈥檛 know what the [expletive] you鈥檙e cooking out of the sea, but that is not the capital of pizza. That is some washed up [expletive] you鈥檙e cooking up.鈥�
鈥淭his is serious,鈥� said another. 鈥淪o take this ad down now, unless you're willing to stand on business and prove that you're the best pizza. [Expletive] you, 黑料吃瓜网.鈥�
Anthony Anthony, 黑料吃瓜网鈥檚 chief marketing officer, said despite hearing some salty language, he believes the marketing push achieved its goal of creating a buzz about what the state has to offer.
He said the state spent $220,000 on the stunt, which generated the equivalent of $13 million worth of 鈥渆arned media,鈥� meaning free publicity from news organizations, social media posters and others about 黑料吃瓜网鈥檚 contested claim.
Radio and television hosts and even New York City鈥檚 mayor chimed in, according to the state. 黑料吃瓜网 also targeted Chicago and Detroit with marketing material.
鈥淚t's such a comfort topic,鈥� Anthony said, explaining the appeal. 鈥淚t doesn't matter what you believe in. It doesn't matter whether you're on the right or left or your religion. It's like food is this thing that brings people together. And I put pizza at the top of the food pantheon.鈥�
The billboards generated plenty of positive feedback, according to a marketing firm that worked on the project, though many other calls were characterized by disbelief and four-letter words.
"Y'all got the sleaziest [expletive] pizza ever," one woman said, adding, "Y'all are smoking crack."
Another poked fun at the state's lack of a professional basketball team, and the decision by the Hartford Whalers to .
"Get over yourself, because even if you are the pizza capital of the world, you're just 黑料吃瓜网," he said.
Despite the put-downs, more people are visiting 黑料吃瓜网, according to the state's tourism office. They say day trips to New Haven from New York City were up 22% in June compared to last year, and overnight stays were up 12%.
鈥淥f course, we want heads in beds. Of course we want more people here spending money," Anthony said. "But ultimately, the soft measures for me are the things that create long term, lasting impact."
He added: "I think if [pizza] is something that sets us aside and sets us above and beyond others, and gives us that firm sense of identity and place in the world, that's work well done.鈥�
