Two-Way Symmetrical Social Media Campaign

By: Lissette ColónPUR 3000 Case Study: Domino’s Turn-Around Campaign

Brief summary of Domino’s Hoax and response

Two employees of Domino’s post a YouTube video of themselves handling food inappropriately

The YouTube video got over a million hits within days

Domino’s President Patrick Doyle immediately responds with a YouTube video of his own, with a statement

The two employees were arrested and obviously lost their jobs!

Kristy Hammonds, 31, and Michael Setzer, 32, were fired from a Conover branch of Dominos in North Carolina on Tuesday and have been charged with distributing prohibited foods after the footage of a man who appears to be Setzer passing wind on a sandwich and shoving cheese up his nostril was posted on the video-sharing website.

Dominos responded by posting its own YouTube video featuring an apology from its president and set up a Twitter account, @dpzinfo, to respond to comments.

MediaCurves – 243ppl believability

Domino’s Tactical Research

•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)

•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

Sauce has a ketchup-like taste and consistency

Crust taste like cardboard

Frozen pizza is superior

Customer feedback is mostly negative

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.

Cut to Domino's President Patrick Doyle, who announces: "There comes a time when you know you've got to make a change."

The commercial closes with a link to PizzaTurnaround.com

Domino’s Launches its Pizza Turn-Around Campaign

Create Awareness and Strengthen relationships with customers regarding Domino’s new recipe - Domino’s has heard your feedback and is doing something about it

Change Attitude and Behavior by getting new customers interested in trying the new pizza recipe and winning back old customers lost to their competition

Objectives of the campaign

Domino’s Tactics Domino’s places a banner ad on YouTube's home page -The

ad includes an embedded 15-second TV spot

Launches Pizzaturnaround Microsite

#newpizza Twitter feed

Documentary Video

Microsite includes live feeds, press coverage, Pizza Holdouts videos

Website has a Pizza Tracker feature to engage with online customers

The latest tweets with the #newpizza hashtag as sidebar widget

http://www.pizzaturnaround.com/

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.

www.PizzaHoldouts.com

•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

Domino’s sales shot up 14% in the first quarter of the campaign and have risen steadily since.

US stock prices jump over 50% in the months following the campaign launch. 

Currently The chain's stock is near a 52-week high

Evaluation

YouTube views for Official Domino’s videos:

Trailer: 247,732 views

Docu-commercial: 814,224 views

Door-to-Door Harshest Critics Video: 136,415 views

Currently YouTube Channel- houses 33 videos and has 1,878 subscribers

Twitter Followers @dominos: 32,447

Social Media Metrics

Domino's Pizza Becomes First Pizza Delivery Company to Win Back-To-Back Chain of the Year Honors from Pizza Today Magazine

The campaign was even nominated for the prestigious Cannes Lion Award. 

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…

YouTube Videos Spoofed 10 + times

Achievements

Thank you!