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Meanwhile, on the Internet
Tribune Reporters
'Meanwhile' is a collaborative blog about all the crazy stuff on the Internet. Here, reporters from various Tribune desks tell you what you (almost) need to know about topics ranging from technology to YouTube sensations. Contributors: Michael McFall, Dave Newlin, Matt Piper, Brennan Smith, Erin Alberty. Edited by Sheena McFarland.

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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)
DiGiorno Pizza won The Sound of Music

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,

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



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