It's not that often that a commercial actually grabs my attention. Don't get me wrong, I still watch commercials. Some are hilarious, others are moving, but in the end, those commercials don't bring me closer to using the product or service.
Last night, the hubby and I were half watching TV as we were working on other stuff. Both of us were stopped in our tracks with Domino's Pizza new commercial. They basically come right out to say that our pizza sucks -- quite the bold and interesting move. So instead of hiding behind inferior product or trying some marketing ploy to distract from it, they actually took their product back to the drawing board and re-invented a new pizza. Wow. They shared harsh focus group feedback in this commercial (ie. your crust is void of flavor and your sauce tastes like ketchup - ouch!).
I thought the commercial was very effective because we now want to try this new pizza. This is huge for me and my husband. We hate Domino's Pizza and since we are lucky enough to live in New Jersey where pizza is divine, we never buy it. This commercial has peaked my interest though. As a marketing professional, I was curious to see what else Domino's is doing. They have a whole website dedicated to this new campaign -- www.pizzaturnaround.com -- and I think it's well-done. They have social media integrated into it, and here I am blogging about it.
Kudos to Domino's. You've produced a smart marketing strategy that has intrigued this non-customer. However, a successful marketing campaign should always be backed by good product, especially when you have a strong social media component. So, ultimately, the proof will be in the sauce...cheese...and of course, crust.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment