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

 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 to respond to comments. MediaCurves – 243ppl believability

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

 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 places a banner ad on YouTube's home page - The ad includes an embedded 15-second TV spot and a link into the full docu-commercial and link to Domino’s Micro site PizzaTurnAround.com.

The Microsite has the full documentary Featured live Twitter and FaceBook feeds with consumer comments about the new pizza Links into recent Domino's appearances on The Colbert Report, The Early Show, Gayle King’s radio show (Oprah Radio) and press releases. The latest tweets with the #newpizza hashtag as sidebar widget

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. 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 high52-week high

 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. 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… The Colbert ReportMad Money  YouTube Videos Spoofed 10 + times