Ramon DeLeon started working with Domino's Pizza in Chicago in 1998 when he helped launch their online ordering with a third party vendor. In 2004, he used AOL Instant Messenger as an early form of microblogging before Twitter. In 2005, he had college students create Facebook groups and post photos from events Domino's sponsored which included embedded logos to increase exposure for the brand. Recently he has sponsored additional events and used blogs and social media to share customer experiences and photos to promote Domino's Pizza in downtown Chicago.