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DiGiorno Pizza won The Sound of Music

Published December 6, 2013 12:30 pm

This is an archived article that was published on sltrib.com in 2013, and information in the article may be outdated. It is provided only for personal research purposes and may not be reprinted.

As the world responded to NBC's live broadcast of The Sound of Music on Thursday, one improbable voice rose above the commentariat.

DiGiorno Pizza live-tweeted the whole musical, revising song lyrics,

PIZZA'S NICE, PIZZA'S NICE BLESS OUR DINNER TABLES FOR-EH-VERRRR https://twitter.com/search?q=%23TheSoundOfMusicLive&src=hash">#TheSoundOfMusicLive

— DiGiorno Pizza (@DiGiornoPizza) https://twitter.com/DiGiornoPizza/statuses/408804467891396609">December 6, 2013

jeering young Rolfe, "the delivery guy" (Nazi telegram carrier),

speculating as to the important role played by pizza in the classic Alpine storyline,

protesting the production's glaring oversights,

and weighing in generally.

This is how you get your brand trending in multiple locations, folks. Abandon all polish, use a lot of capital letters, and shout over a singing nation.

You can relive the magic at Storify.

More on DiGiorno's Twitter strategy at Mashable.

— Erin Alberty