Awhile back OFB commented on the new marketing strategy of Domino’s Pizza. We also commented on interacting with customers through social gaming. Read both posts here:
http://matthewkellie.wordpress.com/2010/09/26/
http://matthewkellie.wordpress.com/2010/10/25/
If you haven’t visited Domino’s new interactive gaming site. I highly suggest it: http://more.dominos.com/behindthepizza/#/home
‘Behind the Pizza’ is a new strategy rolled out as part of their larger campaign to help win customers over through connecting the dots on where the stuff that makes pizza comes from. Obviously Domino’s had been struggling with a bit of an image problem. Additionally, being a prepared food company, having customers comment that your food isn’t ‘real’ might be the worst feedback you could possibly get.
Domino’s has creatively implemented gaming, product information, and rewards into a unique platform that educates customers about the brand and seeks to offer them an experience beyond just a slice of pie. The site seems to fit very well with the overall theme of the new strategy and is positioned in a way to turn customers into advocates. While some of the games are a bit mind numbing, and the supply chain aspect won’t appeal to most, the site is a model for businesses looking to win back hearts & minds.
Additionally, with the feel of the site resembling Farmville, the move for customers to log in with Facebook and rack up points by playing games is pretty easy. I also like the aspect of rewarding people for taking time to engage with the brand. While that might seem pretty simple, its amazing how many brands miss that mark. I’d call this another win for Domino’s and great work by Crispin Porter & Bogusky, looking forward to what’s next.
