DiGiorno Pizza won The Sound of Music
Published: December 7, 2013 02:28PM
Updated: December 6, 2013 01:56PM
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This photo provided by NBC shows, from left, Sophia Ann Caruso as Brigitta, Ariane Rinehart as Liesl, Michael Nigro as Friedrich, Grace Rundhaug as Marta, Carrie Underwood as Maria, Ella Watts-Gorman as Louisa, Peyton Ella as Gretl, and Joe West as Kurt, in "The Sound of Music Live!" airing Thursday, December 5, 2013, on NBC (8-11 p.m. ET). (AP Photo/NBC, Will Hart)

<freeform> 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,

<blockquote class=”twitter-tweet” lang=”en”><p>PIZZA'S NICE, PIZZA'S NICE BLESS OUR DINNER TABLES FOR-EH-VERRRR <a href=”https://twitter.com/search?q=%23TheSoundOfMusicLive&src=hash”>#TheSoundOfMusicLive</a></p>— DiGiorno Pizza (@DiGiornoPizza) <a href=”https://twitter.com/DiGiornoPizza/statuses/408804467891396609”>December 6, 2013</a></blockquote>

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<blockquote class=”twitter-tweet” lang=”en”><p>CLIMB EVERY MOUNTAIN, FORD EVERY STREAM, FOLLOW EVERY RAINBOW, UNTIL YOU FIND A SUPREME (PIZZA FROM DIGIORNOOOOOO) <a href=”https://twitter.com/search?q=%23TheSoundOfMusicLive&src=hash”>#TheSoundOfMusicLive</a></p>— DiGiorno Pizza (@DiGiornoPizza) <a href=”https://twitter.com/DiGiornoPizza/statuses/408790101687156736”>December 6, 2013</a></blockquote>

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

<blockquote class=”twitter-tweet” lang=”en”><p>BOOOOOOO ROLFE THE DELIVERY GUY BOOOOOO <a href=”https://twitter.com/search?q=%23TheSoundOfMusicLive&src=hash”>#TheSoundOfMusicLive</a></p>— DiGiorno Pizza (@DiGiornoPizza) <a href=”https://twitter.com/DiGiornoPizza/statuses/408801098988662784”>December 6, 2013</a></blockquote>

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

<blockquote class=”twitter-tweet” lang=”en”><p>Oh yeah, definitely pizza at this party. Because you can't dance like that without pizza. <a href=”https://twitter.com/search?q=%23TheSoundOfMusicLive&src=hash”>#TheSoundOfMusicLive</a></p>— DiGiorno Pizza (@DiGiornoPizza) <a href=”https://twitter.com/DiGiornoPizza/statuses/408784924104077312”>December 6, 2013</a></blockquote>

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protesting the production’s glaring oversights,

<blockquote class=”twitter-tweet” lang=”en”><p><a href=”https://twitter.com/search?q=%23TheSoundOfMusicLive&src=hash”>#TheSoundOfMusicLive</a> Can't believe pizza isn't one of her favorite things smh</p>— DiGiorno Pizza (@DiGiornoPizza) <a href=”https://twitter.com/DiGiornoPizza/statuses/408767675838390273”>December 6, 2013</a></blockquote>

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<blockquote class=”twitter-tweet” lang=”en”><p>hey guys, next time you're scared of a storm make a few pizzas instead of waking up the whole house yodeling <a href=”https://twitter.com/search?q=%23TheSoundOfMusicLive&src=hash”>#TheSoundOfMusicLive</a></p>— DiGiorno Pizza (@DiGiornoPizza) <a href=”https://twitter.com/DiGiornoPizza/statuses/408777750162317312”>December 6, 2013</a></blockquote>

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and weighing in generally.

<blockquote class=”twitter-tweet” lang=”en”><p>The Baroness. Something about her bugs me. <a href=”https://twitter.com/search?q=%23TheSoundOfMusicLive&src=hash”>#TheSoundOfMusicLive</a></p>— DiGiorno Pizza (@DiGiornoPizza) <a href=”https://twitter.com/DiGiornoPizza/statuses/408794288277831681”>December 6, 2013</a></blockquote>

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<blockquote class=”twitter-tweet” lang=”en”><p>RT if you love curtain clothes <a href=”https://twitter.com/search?q=%23TheSoundOfMusicLive&src=hash”>#TheSoundOfMusicLive</a></p>— DiGiorno Pizza (@DiGiornoPizza) <a href=”https://twitter.com/DiGiornoPizza/statuses/408781410342682624”>December 6, 2013</a></blockquote>

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<blockquote class=”twitter-tweet” lang=”en”><p>I don't think those mountains are real you guys <a href=”https://twitter.com/search?q=%23TheSoundOfMusicLive&src=hash”>#TheSoundOfMusicLive</a></p>— DiGiorno Pizza (@DiGiornoPizza) <a href=”https://twitter.com/DiGiornoPizza/statuses/408778949758439424”>December 6, 2013</a></blockquote>

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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.

<blockquote class=”twitter-tweet” lang=”en”><p>DOUGH a crust an unbaked crust RAY, a guy that likes pizza ME a pizza liked by a guy named ray FAH no idea what fah is SO so LA a city T tee</p>— DiGiorno Pizza (@DiGiornoPizza) <a href=”https://twitter.com/DiGiornoPizza/statuses/408772502219788288”>December 6, 2013</a></blockquote>

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You can relive the magic at Storify.

More on DiGiorno’s Twitter strategy at Mashable.

— Erin Alberty </freeform>