Dissecting Domino's Bailout Facebook Campaign

I woke up this morning and checked the Twitter-copy-cat-Facebook page and saw an interesting graphic from my friend Amy Rose, one of the smartest media buyers I've ever met.

 

The graphic caught my eye, the legal copy is annoying but I'm sure CP+B had to put it in there. Most importantly the contextual relevance of mixing "Domino's" with "Bailout" and the unique URL was intriguing. So I clicked on it and it took me outside of Facebook to a microsite where this video played:

The website starts with some branded content, a video of the CEO in Washington DC talking about his bailout package and how he will personally deliver the pizza as the grand prize. Doesn't sound like the type of CEO that is in the news today.

To propagate the campaign they choose to single out Facebook or you could write in an email. I'm curious to see if the phone number has a SMS Text component but I didn't try.

To break down the consumer journey we had:
1) Saw it in the Facebook news feed
2) Brandend Content Video explaining the purpose of the idea
3) Contextual Relevance in Messaging
4) Contest to win Pizza for a year
5) $15 Bailout Package
6) CEO will deliever grand prize
7) Email campaign to share the offer with a friend
8) Ways ot share with your Facebook Network

The campaign starts with Social Media Monitoring and ends with Social Media Actions that the consumer can take. This is a great example of planning not for the people you reach, but the people that they reach.

I write about this stuff because it shows how we can turn the advertising funnel on its side and give our brand advocates tools to spread the message for us.

Comments

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The campaign starts with Social Media Monitoring and ends with Social Media Actions that the consumer can take. This is a great example of planning not for the people you reach, but the people that they reach.

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