Domino's gets social (and Hub+Spokes) with its Pizza do-over

Domino’s surprised millions of people across the country last week by announcing that they reinvented their pizza from the crust up. The first ad campaign to promote the new pie includes commercials which share the true story of how Domino’s employees faced the critics, embraced the naysayers, listened to the focus groups and used it all as motivation to create a new, better pizza.

DOMINOS_FACEBOOK_REACHBLOCKIn addition to its commercials, Domino’s is utilizing social media to promote the new pizza. Domino’s launched a new Web section at called ‘Oh Yes We Did,’ which includes a documentary video showing consumers what prompted Domino’s to make such a radical change.

The site includes live feeds of testimonies rolling in from Twitter (over 8K followers to-date) and Facebook (over 338K fans to-date), sharing what consumers think of the new pizza.

Domino’s will be promoting that documentary with a special ad on the home page of YouTube (Total Views to-date of this Do-Over Documentary 117,892 views. Total Views of the 15 sec “teaser” ad over 232K views. Total Views of all vids on their YouTube Channel over 2.7 million).

“Our inspired new pizza was driven so heavily by listening to our customers through social media, having that component be a part of our online marketing campaign seemed like a no-brainer. Our ‘Oh Yes We Did’ Web site not only shows consumers that we have indeed been hearing what they have to say — but it also shows them how we have done so.” – Chris Brandon, Domino’s Pizza spokesperson

As of today, Domino’s new pizza is in all U.S. stores, and Domino’s Pizza stores across the country are open for business on New Year’s Day – Friday, January 1, 2010.

About Fallon