DiGiorno has unveiled a flatbread pizza that will be hitting all corners of the media world:print, TV, and Twitter.  Twitter is coordinating ‘tweetups,’ in person get-togethers (wow in person?) arranged through Twitter here in Los Angeles, New York, and Chicago.

PR agency Weber Shandwick is searching for tweeters to host tweetups while DiGiorno’s plan is to provide the tummy’s of Twitterers with their new pizza.  Though this style of marketing will not show a direct return on the investment, Kraft Foods, DiGiorno’s owner, will base the success of the events on the blogging and tweeting generated from the event.

Kraft Foods has used DiGiorno as its guinea pig company when testing the online marketing.  Last August “DiGiornomics” was launched, where Kraft setup ads that would intercept people searching for “pizza delivery” through Citysearch and Yelp.  Though the search program has said to have been extended through 2009, I didn’t receive a “DiGiornomics” intercept when searching “pizza delivery.”

The next competition in Kraft’s way will be sandwich places such as Subway and Quiznos.  DiGiorno and California Pizza Kitchen brands will introduce microwaveable flatbread melts priced lower than the Subway’s $5 footlong and the $4 torpedo sub introducing by Quiznos.

Relying on the tweeters word of mouth advertising is a tough gamble for Kraft and DiGiorno.  This stategy is a work in progress as we can see.

Matt Suttner will not be attending a tweetup but is interested to see how Kraft and DiGiorno will measure the return of their campaign.