達美樂比薩Paving For Pizza：顧客說馬路坑洼顛簸，填上！

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舉報 2018-06

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Paving For Pizza

2018年6月達美樂比薩推出了一個Paving For Pizza計劃，它打算向美國最崎嶇坑洼的街道捐款5000美元，用熱拌瀝青把那些坑洼的道路填平，以減少路上顛簸對披薩質量造成的損壞。達美樂在其Paving For Pizza計劃官網解釋道：“我們不應該讓崎嶇的馬路毀了最好的比薩。”人們可以通過網站提名自己所知道的顛簸路段，平臺審核落實之后會進行捐助并修好道路。

達美樂公關總監Jenny Fouracre-Petko解釋說：“這個想法的核心來自于我們從顧客那里聽到的:路上的顛簸和坑洼會讓顧客擔心披薩是否能安全回家。”“我們公關團隊的目標是講述這個項目的故事，并將提名推到我們的網站上。”

剛開始時，該項目就與當地官方部門合作，以郵件的形式反饋，后來以地圖網站的形式標記出每一個需要修補的坑洼路段。

該項目先后在美國20多個州的道路上進行修補。此舉得到各大媒體的廣泛報道。

在修補道路的時候，達美樂比薩都不忘廣告植入，在壓路機上打上網站網址，修好之后噴涂上達美樂的logo和一句文案：“OH YES WE DID”，以擴大品牌知名度。

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