We all remember the Domino’s Pizza YouTube incident last April that affected the restaurant chain’s sales according to the company’s Q2 earnings report, “Unfortunately we experienced a short term hit to sales primarily in the weeks following the incident that we estimate cost us between 1% and 2% in domestic same store sales for the quarter.”
There were many who noted that this was a big social media lesson learned for Domino’s and that brands need to ensure they’re actively monitoring and listening on the social web.
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.
Yesterday the brand bought YouTube’s homepage mast head featuring “The Pizza Turnaround” video trailer which linked to the Domino’s YouTube Channel housing the full 4 minute 21 second documentary complete with a Facebook feature and Twitter Channel (using a #newpizza hashtag).
As of December 29th, their video has a little over 31,000 views*.
[So is their campaign working so far?]
Google searches for Dominos are trending higher than the April incident.
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.
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.