Another Great Idea from Domino's
Posted on Jul 8, 2010 by Valerie Touchstone
Back in early spring, I wrote about the free pizza Domino’s offered to get people to try their all-new recipe. What impressed me then was the transparency Domino’s displayed with the entire promotion – highlighting the negative opinion research showed people had of their former pizza.
Domino’s continues to impress with more – and riskier – honesty that I believe will have an even bigger payoff. The company is now encouraging customers to take photos of their own pizzas and submit the images to Domino’s website.
Whoa! No controlled, sexed-up, professionally touched-up images here. We’re talking real-time, how the pizza pie arrives at your home/party/gathering pics. What they are putting on the line with this promo is quality control. In other words, the ultimate test.
Everyone takes for granted the food they get in any fast food or family style chain is not going to look the way it looks in print ads, billboards, TV ads and website pictures. The risk with this promotion is some pizzas appearing unappealing or shown with less than desirable toppings, etc. Granted, there may be some filtering of the images displayed – but if that happens to someone who photographed an unappealing pizza and posted it, all PR hell will break loose.
So, given that the good people at Domino’s undoubtably recognize this, it must mean there has been, in addition to a new recipe, a unbridled effort at defining quality and then ensuring the system is in place to make sure quality is implemented at each Domino’s location.
In addition to the honesty component, which I think consumers really identify with, this promotion gets people excited and involved. It recognizes people love to share pictures of themselves and their events. It harnesses the power of social media – and therefore, gets to the root of either introducing Domino’s or increasing brand loyalty to today’s teens and young adults.
This company gets my vote – and evidently they also get….the big picture. :)
Tagged: website, web, social media, ads, advertising, ad campaign, the big picture, ad agency, public relations, pr
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