Everyone probably knows that Domino’s opened up the floodgates over the past few months and shared with the world what people were really saying about their brand and product. They also apparently listened and went back to the drawing board to reinvent their product.
Bold move because, boy, none of that feedback was nice; evident in the market research footage the brand shared. For fast food, chain style pizza, a buyer can only expect so much, but I’m not going to say the feedback the brand got (and showed in recent commercials) wasn’t accurate.
That said however, I respect what they’ve done by putting themselves out there and I gotta say the next evolution of that campaign, which shows the creative targeting and ultimate success with the ‘pizza hold-outs’ was pretty genius.
Supposedly everything they did in terms of trying to get the attention of 3 holdouts that wouldn’t try the new pizza after giving feedback to the brand, is accurate and true; this consisted of pretty much a full-on individualized ad campaign of the wackiest sorts targeted to each holdout in their town. Kooky yes, but talk about commitment to getting these guys to try it. The idea to capture it all in the process, also smart thinking.
It’s all documented via a quick reality style video that’s part of the social media campaign to promote everything.
You can also check it out here: Pizza Holdouts
Tags: advertising, food
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