Download - Domino's Pizza TurnAround Campaign
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!