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Two-Way Symmetrical Social Media Campaign <br />By: Lissette Colón<br />PUR 3000 <br />Case Study: Domino’s Turn-Around Campaign<br />

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Brief summary of Domino’s Hoax and response<br />Two employees of Domino’s post a YouTube video of themselves handling food inappropriately<br />The YouTube video got over a million hits within days<br />Domino’s President Patrick Doyle immediately responds with a YouTube video of his own, with a statement<br />The two employees were arrested and obviously lost their jobs! <br />

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MediaCurves – 243ppl believability<br />

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Domino’s Tactical Research<br /><ul><li>Domino’s incorporated a transactional Survey on their website, along with a Pizza Tracker that acts as a dashboard for your pizza delivery (Pretty Cool)

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Redesigned packaging/boxes to include feedback requests

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Kept a tally of feedback and public opinion found on social media channels such as Twitter, FaceBook and YouTube

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Held Focus Groups</li></li></ul><li>

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Sauce has a ketchup-like taste and consistency<br />Crust taste like cardboard<br />Frozen pizza is superior<br />Customer feedback is mostly negative<br />

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Domino’s Launches its Pizza Turn-Around Campaign<br />The original TV Spots include unseen consumers making a series of highly negative statements about Domino's pizza while the same statements are summarized in large white type against black backgrounds. <br />Cut to Domino's President Patrick Doyle, who announces: "There comes a time when you know you've got to make a change." <br />The commercial closes with a link to PizzaTurnaround.com <br />

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Create Awareness and Strengthen relationships with customers regarding Domino’s new recipe - Domino’s has heard your feedback and is doing something about it<br />Change Attitude and Behavior by getting new customers interested in trying the new pizza recipe and winning back old customers lost to their competition<br />Objectives of the campaign<br />

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Domino’s Tactics<br />Domino’s places a banner ad on YouTube's home page -The ad includes an embedded 15-second TV spot <br />Launches PizzaturnaroundMicrosite<br />#newpizza Twitter feed<br />Documentary Video<br />Microsite includes live feeds, press coverage, Pizza Holdouts videos<br />Website has a Pizza Tracker feature to engage with online customers<br />

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The latest tweets with the #newpizza hashtag as sidebar widget<br />http://www.pizzaturnaround.com/<br />

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<ul><li>Building on the New Pizza Theme

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Created another Docu-Commercial on YouTube to highlight the pizza chain’s efforts to get everyone to try their new pizza

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Taste Bud Bounty Hunter Game tied into FaceBook-winners get coupons, free pizza</li></ul>www.PizzaHoldouts.com<br />Pizza Holdout Ad campaign –Social media to compliment TV commercials, the game is to hunt down friends and place a bounty on them via the Taste Bud Bounty hunter game. The friend in question is gifted with a coupon for free pizza w/purchase of a second pizza. <br />

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Domino’s sales shot up 14% in the first quarter of the campaign and have risen steadily since. <br />US stock prices jump over 50% in the months following the campaign launch. <br />Currently The chain's stock is near a 52-week high<br />Evaluation<br />

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YouTube views for Official Domino’s videos:<br />Trailer: 247,732 views <br />Docu-commercial: 814,224 views <br />Door-to-Door Harshest Critics Video: 136,415 views <br />Currently YouTube Channel- houses 33 videos and has 1,878 subscribers<br />Twitter Followers @dominos: 32,447<br />Social Media Metrics<br />

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Domino's Pizza Becomes First Pizza Delivery Company to Win Back-To-Back Chain of the Year Honors from Pizza Today Magazine<br />The campaign was even nominated for the prestigious Cannes Lion Award. <br />The campaign received publicity on The Colbert Report, Conan O’Brien, Mad Money, CBS’ The early Show, Gayle King on Oprah Radio, Fox news and others…<br />YouTube Videos Spoofed 10 + times<br />Achievements <br />

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Thank you!<br />