Dominos Pizza Analysis
Domino’s and Social Media
Michelle L. Stone
Instructor: Michael Lesczinski
Course: Social Media Intro
Excelsior University
Date: October 6, 2013
Introduction In 2009, Dominos launched a marketing campaign to show the public that their product was changing. Instead of using the traditional campaign of television, radio, print, billboards, mail, etc., the company primarily used social media to deliver their content.
Analysis
I believe the internet was chosen as the primary vehicle for their marketing campaign because it was where much of criticism and complaints derived from. Since most of the conversation about Domino’s product was taking place online, the company may have decided to interface directly with those participants and use their primary mode of communication and where they could solicit more immediate feedback, rather than an indirect method, such as a Television commercial. With this method, they can more readily interact with consumers on a real time basis as well. The secondary reason that Domino’s chose this route was due to reach. According to Perez (2010), the emerging trend is that more consumers are using the internet for watching TV and entertainment in comparison to traditional television. As such, I believe that Domino’s identified this trend and decided to dedicate most of its resources on an Internet campaign.
The company used several social media platforms in their marketing campaign. The company developed a website, specifically for the campaign: http://pizzaturnaround.com/. The website contains the company’s Twitter feed and several videos, including the full length campaign video. The company also utilized their main page on Twitter and Facebook to generate conversation and also link back to the campaign page. Finally, the company posted the commercials on YouTube and linked partial parts of the campaign video to the campaign website, where users could view the commercial in its entirety. The
Michelle L. Stone
Instructor: Michael Lesczinski
Course: Social Media Intro
Excelsior University
Date: October 6, 2013
Introduction In 2009, Dominos launched a marketing campaign to show the public that their product was changing. Instead of using the traditional campaign of television, radio, print, billboards, mail, etc., the company primarily used social media to deliver their content.
Analysis
I believe the internet was chosen as the primary vehicle for their marketing campaign because it was where much of criticism and complaints derived from. Since most of the conversation about Domino’s product was taking place online, the company may have decided to interface directly with those participants and use their primary mode of communication and where they could solicit more immediate feedback, rather than an indirect method, such as a Television commercial. With this method, they can more readily interact with consumers on a real time basis as well. The secondary reason that Domino’s chose this route was due to reach. According to Perez (2010), the emerging trend is that more consumers are using the internet for watching TV and entertainment in comparison to traditional television. As such, I believe that Domino’s identified this trend and decided to dedicate most of its resources on an Internet campaign.
The company used several social media platforms in their marketing campaign. The company developed a website, specifically for the campaign: http://pizzaturnaround.com/. The website contains the company’s Twitter feed and several videos, including the full length campaign video. The company also utilized their main page on Twitter and Facebook to generate conversation and also link back to the campaign page. Finally, the company posted the commercials on YouTube and linked partial parts of the campaign video to the campaign website, where users could view the commercial in its entirety. The
References: Computer and Internet Use. Retrieved September 27, 2013 from http://www.census.gov/hhes/computer/publications/2010.html. Perez, S. (February, 2012). Nielson: Cord Cutting and Internet TV Viewing on te Rise. Retrieved September 27, 2013 from http://techcrunch.com/2012/02/09/nielsen-cord-cutting-and-internet-tv-viewing-on-the-rise/. K., O. O. (2012). A NEW SLICE OF THE PIE. Entrepreneur, 40(1), 136. Pizza Turnaround Website. Retrieved September 27, 2013 from http://pizzaturnaround.com/. Smith, N., Wollan, R. & Zhou, C. (2011). The social media management handbook : everything you need to know to get social media working in your business. Hoboken, N.J: Wiley. Solis, B. (2011). Engage! : The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. Hoboken, N.J: Wiley. Sterne, J. (2010). Social Media Metrics : How to Measure and Optimize your Marketing Investment. Hoboken, N.J: John Wiley.