Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Letting the Domino's Fall Where They May
Posted on April 17th 2014
I'm a sucker for heartfelt marketing. I'm also a self-proclaimed pizza connoisseur. If it has eight slices, color me interested. That's why I was so smitten with Domino's latest marketing campaign. If you haven't seen the spot yet, check it out below.
"We know that not everything is gonna work," says Andy Wetzel of the Product Innovation team. For God's sake, this is a pizza company! How many pizza shops do you know who are willing to deviate so far from their core competency to potentially be deemed a failure by their customers?
This commercial embodies everything marketing should be in 2014. They're a massive corporation, sure, but this advertising is self-deprecating, transparent, courageous and, above all else, humble. Incredibly enough, this ad is the most disruptive commercial on the air right now because it has nothing more than good manners and a startling lack of hubris. The idea in question - essentially a pizza with fried chicken instead of dough - certainly may be a tremendous failure. And as per usual, the Twitterverse is ripe with opinions.
KFC's bringing back the Double Down, Domino's is launching Fried Chicken Pizza and the world as we know it is doomed http://t.co/GD5HLsdepX — Tony Myles (@tonymyles) April 16, 2014
Would've loved to be in this meeting #Barf --> Domino's Launches Pizza with a Breaded Chicken Crust http://t.co/EJVCLfWBaN via @Eater — Andrew Heisler (@andrewmheisler) April 16, 2014
um, innovation? Domino's chicken pizza crust joins pantheon of questionable fast food hybrids http://t.co/eqB3yHZ8b8 via @SeattlePI — May Borras (@mayborras) April 16, 2014
Perhaps the world isn't ready. But there is so much snark and spite in today's social world, innovators are often the first to receive criticism. That's where the genius of this ad campaigns is apparent. Of course people are going to think it's stupid. We live in a world where Philadelphia football fans boo Santa Claus and people buy Nickelback concert tickets just to heckle.
Here is the other part of this marketing approach that fascinates me: there is a limit to how often this card can be played. Emotional appeal is a powerful agent in the ad world, but if every company said they are rolling a product out their customers might not like, then they run the risk of drying up the well of goodwill.
Asking for preemptive sympathy won't always be successful.
But today, we should tip our cap to the Domino's marketing team. They are doing something different. They're innovating. Yes, this is a pizza chain that is simply putting some other unhealthy stuff on top of fried chicken. But in a vacuum, this is an established brand going out on a limb with a product that could catch them some serious flak.
Failure is always an option if you're willing to roll the dice.