Looks as though we may have another Viral hit on our hands from
Deutsch LA, with help from their seed company, the Feed
Company. This time, the campaign is for Cici’s pizza, named “Ultimate
Boomerang.’

As the founder of Feed Co. Josh Warner said in an email, “The
campaign features an energetic shaker boarder named Roto filmed outside
a CiCi’s Pizza doing break-dance moves and throwing his shaker board
like a boomerang and - amazingly - catching it. However what’s amazing
is how a campaign that seems so out-of-character for a family-style
restaurant started with basic, yet insightful, research at the
store-level. When CiCi’s Pizza managers used shaker boarders outside
their stores, sales jumped. So corporate and their agency went looking
for a brand ambassador who could shake-a-board with the best of ‘em and
found Roto. They’ve posted videos on YouTube and MySpace, created a
microsite at
www.yoroto.com,
and will soon have Roto appearing at special events. It’s tactics for
the new age but put under $5 and Endless Buffet on any sign and spin
it, you’re bound to get customers - and that’s smart marketing in any
era. Just ask the store managers.”

This one might be a little trickier than their RayBan effort. This
one has a more obvious brand message, which obviously can work against
them. But with 50k views on YouTube so far, they’re well on the way…