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PizzaExpress & PayPal iPhone App launch

An award winning campaign which made PizzaExpress a worldwide Twitter trending topic and delivered the no.1 free lifestyle app.

At a glance

  • Became the no. 1 downloaded Lifestyle App in the UK
  • “PizzaExpress” became a worldwide trending Twitter topic
  • Winner of Best Multimedia Press Release at Digital Impact Awards
  • Over 50 articles published, including Daily Mail, Sunday Times, New York Times, MSN and BBC News.


Wolfstar created a social media news release (SMNR), which featured news copy, an original video describing how the app works, images, and app screenshots. Access to the SMNR was given to key contacts across national, tech, food and marketing media. The release was picked up across major news, and generated more than 50 news articles, published in major papers including The Guardian, The Telegraph, Sunday Times, New York Times and BBC News.


“I have just come back from an EU internal PayPal conference and all the countries are buzzing about our execution of the launch and everyone wants a ‘Hermoine video’! Thank you all for the hard work and the precedent we have all set for great social media. I did mention Wolfstar as much as I could!”
Jon Bishop, Head of Social Media, PayPal UK

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