User-generated entries
Fans and musicians could submit their own jingle interpretations.
Case study / Restaurants and consumer campaigns
Gatti's Pizza: Turning a brand anniversary into a participatory campaign.
A music-driven microsite invited fans to upload, rate, share, and vote on new versions of a beloved restaurant jingle.
- Client
- Gatti's Pizza
- Industry
- Restaurants and consumer campaigns
- Project
- Jingle contest microsite
- Core technology
- Drupal
01 / The problem
What the business needed to solve.
For its 40th anniversary, Gatti's wanted to renew interest in its long-running jingle and encourage customers to become part of the story. The campaign needed more than a landing page: it required media submissions, community voting, and moderation.
The objectives
- 01Invite creative customer participation
- 02Manage rich-media submissions and voting
- 03Build excitement around the anniversary
02 / The solution
A more useful digital experience.
Pixeldust Interactive built a Drupal contest site with audio and video uploads, ratings, votes, comments, social sharing, moderation tools, and a custom 3D animated introduction.
Community voting
Listeners could rate, comment on, share, and vote for entries.
Campaign administration
Moderation tools managed registrations, submissions, comments, and votes.
03 / Business value
How the work helped the business.
The work addressed a real challenge for Gatti's Pizza—improving the experience for customers, teams, or both.
An audience to re-engage
The original campaign reported a database of 12,000 registered users.
Measurable participation
The archived writeup recorded 400 entries and more than 80,000 visits.
A creative asset with longevity
The winning jingle was incorporated into subsequent Gatti's advertising.
04 / Technology
Tech stack & capabilities.
Technologies and deliverables from the historical project are shown as originally documented, including earlier-generation platforms where applicable.
The takeaway
The best campaign experience gives customers an interesting reason to contribute.
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