A man in UK won himself a year-long free pizza supply after initiating 'pizza war' between two rival British phone companies by playing them against each other to vie for his subscription.
The 'hijack' of the marketing campaigns began when mobile company 'O2' offered its Twitter followers free pizzas delivered to their office. All people had to do was reply to O2's message with their location and a hashtag, and a handful of lucky winners would get their hands on the pizza.
Dan May decided to give it a go but the promised pizza never arrived. Disappointed, he Tweeted O2 again, threatening to switch to rival phone provider 'Three' unless they made good on their pizza promise. Three noticed his tweet, and picked up O2's slack, delivering a pile of pizzas and a hefty amount of ice cream to his office on the same day.
Not to be outdone, O2 went for the nuclear option --offering May free pizza for the rest of the year, the Independent reported. His pitting of the two mobile giants against each other was well-timed with a deal to merge Three and O2, which came after Hong Kong telecoms conglomerate Hutchison agreed to buy O2 from Telefonica for 10.5 billion pounds, will go before European competition watchdogs next month.
But till then they were rival firms. An O2 spokesperson was quoted as saying, "We often like to surprise and delight customers and we're pleased that we were able to put a smile on @dpmay's face by giving him free pizza until the end of the year."
May, later admitted on his Twitter handle that he started the pizza war between the two companies.
— Dan May (@dpmay) August 3, 2015