One of the things that I subtly pointed out on the update was the jump in close to 100,000 views of the brand’s Pizza Turnaround YouTube video as a result of the campaign’s paid media kicking in.
Above are some stats from YouTube that clearly show the harmony that takes place when social media is coupled with paid/mass media and underscores the benefit of cross-channel, integrated media design. It puts a smile on my face going into the new year and new decade ;-) Great job to Domino's and their Agency(s). Happy 2010 everyone!
Hat Tip to @scheuguy for sending out a link to the Domino's video on Monday.
And (seemingly) listened they did. Last week Domino’s released a short documentary-style video demonstrating how consumer feedback led to a complete overhaul of their pizza recipe.
Mentions of dominos as of yesterday’s launch are actually quite a bit lower than normal, could this be because of the holidays? UPDATE: See most recent chart on Hill Holliday's blog.
Comments on their YouTube video skew negative with some calling it a marketing/PR stunt while mentions on Twitter are generally positive praising the brand for listening.
Not surprisingly, on Facebook (and YouTube) there are those who are asking for the old pizza back but that's also balanced with others who really like the new recipe.
According to their Facebook Page, their broadcast just started running yesterday and it doesn’t seem to be available online to watch. I’m hoping that they’ve integrated their social properties into their spots (i.e. send people to YouTube or Facebook for more info) to create a cross-media experience.
[It's too early to tell.]
We don't yet know how this campaign (and Domino’s reengineered product) will ultimately affect sales – and, as the media and awareness begin to take hold, what the true reaction will be from the general public. But they seem to be off to a decent start.
[Kudos to one key ingredient.]
In the end, what’s great about what Domino’s is doing, so far, is the feel of authenticity behind their actions. The video does a great job humanizing the brand and showing what seem like real emotion and passion for their product – and that is one very key “ingredient” to creating brand loyalty.
*UPDATE: As of 9:30pm, the Domino's video on YouTube now has 117,892 views. I'll also be posting an updated Radian6 chart tomorrow once today's stats are aggregated.
UPDATE #2 (12/30 - 2pm): I cross-posted on Hill Holliday's blog with updated charts and a few extras.
These two lists say a lot about the development of the web, media consumption, and user behavior over the past decade. The world (wide web) has changed fast and there’s a lot more to come.
Most Visited Websites in January, 2000 (Nielsen Net Rankings) 1. AOL Websites 2. Yahoo! 3. MSN 4. Lycos Network 5. Excite {AT} Home 6. GO Network 7. Microsoft 8. NBCi 9. AltaVista 10. Amazon 11. eBay 12. Time Warner 13. About.com 14. The Go2Net Network 15. ZDNet 16. CBS 17. LookSmart 18. CNET 19. AT&T 20. Fortune City
Most Vistied Websites (US) in December, 2009 (Alexa) 1. Google 2. Facebook 3. Yahoo! 4. YouTube 5. Myspace 6. Amazon.com 7. Wikipedia 8. eBay 9. Windows Live 10. Blogger.com 11. Craigslist.org 12. Microsoft Network (MSN) 13. Twitter 14. AOL 15. Go.com 16. Bing 17. ESPN Sportszone 18. CNN - Cable News Network 19. LinkedIn 20. WordPress.com
Being a heavy user of “newer” forms of media and obsessed with web/TV convergence, it’s easy to get caught up in consumption statistics that are consistently in the double digits. Take the fact that in comparison to last year:
[99% of video consumption in the U.S. is done via traditional TV]
By traditional TV, that means not DVR and not online video. So just because I may be using my DVR to fast-forward commercials, most “video” viewers, at the moment, are not -- That’s significant.
Do a Google Real Time search for commercial and see that people, indeed, still see (and comment) on them in while they watch which also demonstrates Nielsen’s other stat that 57% of TV viewers simultaneously use the web.
I’m far from advocating that marketing remain status quo but I do strongly believe that it’s not an “either/or” decision.
[We cannot discount the power that mass media still has.]
Brands must design its media in such a way so that channels work harmonically together – making them greater than the sum of their parts. That’s when big things happen and people take notice.
In addition to the year of the eReader, I’m betting that Augmented Reality is going to get a lot of “airtime” in 2010. In client presentations about emerging media, I’d been using the USPS priority mail box simulator as an example of augmented reality with utility (albeit early stages of).
At one of the presentations, we discussed where this could lead for clothing retailers. The folks at Zugara created an alpha stage social shopping AR app that does a nice job of wetting our appetite of what’s to come (and I think very quickly). I’m totally diggin’ the motion capture selection buttons 1 minute into this demo:
Between what we’ll see in 2010 from Xbox 360’s Project Natal and advances in Augmented Reality apps, we’re in store for one heck of a new year. I can’t wait.
Hat tip to my colleague Neha Yellurkar for the Zugara find.
