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Two-Way Symmetrical Social Media Campaign <br />By: Lissette Colón<br />PUR 3000  <br />Case Study: Domino’s Turn-Around C...
Brief summary of Domino’s Hoax and response<br />Two employees of Domino’s post a YouTube video of themselves handling foo...
MediaCurves – 243ppl believability<br />
Domino’s Tactical Research<br /><ul><li>Domino’s incorporated a transactional Survey on their website, along with a Pizza ...
Redesigned packaging/boxes to include feedback requests
Kept a tally of feedback and public opinion found on social media channels such as Twitter, FaceBook and YouTube
Held Focus Groups</li></li></ul><li>
Sauce has a ketchup-like taste and consistency<br />Crust taste like cardboard<br />Frozen pizza is superior<br />Customer...
Domino’s Launches its Pizza Turn-Around Campaign<br />The original TV Spots include unseen consumers making a series of hi...
Create Awareness and Strengthen relationships with customers regarding Domino’s new recipe -  Domino’s has heard your feed...
Domino’s Tactics<br />Domino’s places a banner ad on YouTube's home page -The ad includes an embedded 15-second TV spot <b...
The latest tweets with the #newpizza hashtag as sidebar widget<br />http://www.pizzaturnaround.com/<br />
<ul><li>Building on the New Pizza Theme
Created another Docu-Commercial on YouTube to highlight the pizza chain’s efforts to get everyone to try their new pizza
Taste Bud Bounty Hunter Game tied into FaceBook-winners get coupons, free pizza</li></ul>www.PizzaHoldouts.com<br />Pizza ...
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Domino's Pizza TurnAround Campaign

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Domino's Pizza acts on customer feedback and reinvents the recipe from scratch. They launched an integrated campaign with documentary style footage covering the 18-month process.

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Domino's Pizza TurnAround Campaign

  1. 1. Two-Way Symmetrical Social Media Campaign <br />By: Lissette Colón<br />PUR 3000 <br />Case Study: Domino’s Turn-Around Campaign<br />
  2. 2. 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 />
  3. 3. MediaCurves – 243ppl believability<br />
  4. 4. 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)
  5. 5. Redesigned packaging/boxes to include feedback requests
  6. 6. Kept a tally of feedback and public opinion found on social media channels such as Twitter, FaceBook and YouTube
  7. 7. Held Focus Groups</li></li></ul><li>
  8. 8. 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 />
  9. 9. 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 />
  10. 10. 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 />
  11. 11. 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 />
  12. 12. The latest tweets with the #newpizza hashtag as sidebar widget<br />http://www.pizzaturnaround.com/<br />
  13. 13. <ul><li>Building on the New Pizza Theme
  14. 14. Created another Docu-Commercial on YouTube to highlight the pizza chain’s efforts to get everyone to try their new pizza
  15. 15. 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 />
  16. 16. 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 />
  17. 17. 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 />
  18. 18. 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 />
  19. 19. Thank you!<br />

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