Sometime in January, I was eating lunch at my desk and checking the headlines on MSN. One of the stories involved Domino's and their new commercials. Usually, a commercial doesn't make the news so I was intrigued. The commercials made the news because Domino's aired some of the harshest criticism they could find in a documentary style video, then they tell you that have a completely new recipe. Turn out, this new recipe is something they have spent nearly two years and millions of dollars on. Then the genius of it all occurred to me; when a fast food chain, or other company not particularly know for high quality product, makes a big showing to tell everyone that their product is substandard, people are going to pause and listen to try and figure out why. By then, Domino's already has the consumer's attention and now when you say the new product is better, there's a better chance that they will take that to heart.
A big part of the ad campaign was their new website, www.pizzaturnaround.com. That is only place to find the full documentary ads. They also have live twitter feeds and I monitored them for a while and not all are positive, most are, but Domino's made a point of saying that customer feed back drove their new product and they are not going to turn away from that now. Here are some other video links from Comedy Central and CBS where they talk about this. Enjoy!
This just goes to show how powerful social media networking websites are. Twitter is a great way to gain exposure for a particular product, and it seems Domino's has discovered that.
ReplyDeleteThe video was pretty cool. I liked that they looked at the social media aspect of things such as Twitter and blogs to finally realize that their food was bad. I personally HATED Dominos just because I got food poisoning there numerous times. Now I have friends that have told me that it has completely changed and I should give it a try. I'm still a bit hesitant, but the hype is pretty big....
ReplyDeleteI found this on USA Today and it's pretty interesting:
http://www.usatoday.com/money/industries/food/2009-12-16-dominos16_ST_N.htm
This is an interesting case because I notice when companies try and make changes to their ad campaigns. I started to notice this when Dominos began to make presidential type ads that took shots at the "bailout" and pretty much made fun of the whole situation. I noticed that they were pushing for something different.
ReplyDeleteNow that I see the new campaign pretty much saying that their old product was the worst thing ever, I was really skeptical as to whether it will work. It is a huge risk but I appreciate any company that steps up to the plate and takes real risk. I don’t watch tv anymore, so I don’t see their ad campaigns much, so I cant really gage whether this new route is working for them. Only time will tell.