达美乐比萨Paving For Pizza：顾客说马路坑洼颠簸，填上！

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举报 2018-06

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Paving For Pizza

2018年6月达美乐比萨推出了一个Paving For Pizza计划，它打算向美国最崎岖坑洼的街道捐款5000美元，用热拌沥青把那些坑洼的道路填平，以减少路上颠簸对披萨质量造成的损坏。达美乐在其Paving For Pizza计划官网解释道：“我们不应该让崎岖的马路毁了最好的比萨。”人们可以通过网站提名自己所知道的颠簸路段，平台审核落实之后会进行捐助并修好道路。

达美乐公关总监Jenny Fouracre-Petko解释说：“这个想法的核心来自于我们从顾客那里听到的:路上的颠簸和坑洼会让顾客担心披萨是否能安全回家。”“我们公关团队的目标是讲述这个项目的故事，并将提名推到我们的网站上。”

刚开始时，该项目就与当地官方部门合作，以邮件的形式反馈，后来以地图网站的形式标记出每一个需要修补的坑洼路段。

该项目先后在美国20多个州的道路上进行修补。此举得到各大媒体的广泛报道。

在修补道路的时候，达美乐比萨都不忘广告植入，在压路机上打上网站网址，修好之后喷涂上达美乐的logo和一句文案：“OH YES WE DID”，以扩大品牌知名度。

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