Our work

PayPal / PizzaExpress iPhone app launch

The campaign: Wolfstar project managed a social media campaign to support the launch of the new PizzaExpress iPhone app that enables customers to pay in the restaurant via PayPal. The objective of the campaign was to create and increase awareness of the app to generate a significantly high number of downloads.

Working with Newspepper, Wolfstar created a Social Media News Release which featured news copy, video, images, app screenshots and other relevant content for journalists, bloggers and app reviewers. Working closely with PizzaExpress’ PR team, a link to the Social Media News Release was distributed to a list of identified influencers within  key media.

Reviews were generated across nationals, restaurant, food, personal finance, tech, app reviews. Coverage included Daily Mail, Telegraph, FT Blog, Sunday Times, MSN Tech & Gadgets, New York Times, Which?, T3 and many more. In total over 50 articles, blogs and reviews of the app were published and “PizzaExpress” became a trending topic on Twitter worldwide.

Results: Following the campaign the Pizza Express iPhone app became the no.1 in free lifestyle app in the UK. In the words of Jon Bishop, PayPal’s social media manager: “This is a massive achievement”.

The campaign was a true team effort between Wolfstar, PayPal and PizzaExpress. The campaign won Best Multimedia Press Release at the Digital Impact Awards 2011.