Domino's Pizza Humanizes Itself With Interaction Through Social Networking Sites

Domino's advertising their social network accounts on their official page

Domino's Pizza ended 2009 with a new marketing campaign that relied on airing all their dirty laundry, and then vowing to fix those problems. The phrase "tastes like cardboard" became a driving point and it seemed the worn out company was attempting to reinvent itself. With a YouTube account, Domino's uploaded that particular commercial and many other videos that tried to show consumers that the company was making an honest effort at improving their taste and image. They even held a contest asking people to send in pictures of their delivered pizza for a chance at winning $500. This fan interaction through YouTube was also mimicked on other social networking sites like Facebook and Twitter. At the time of this posting 5,712,569 fans have liked their Facebook page, and their Twitter boasts 124,097 followers. The wall posts on their Facebook are casual and fun, garnering much response from their fans through likes and replies. The page also utilizes a tool called the "Think Oven" where fans can respond with ideas and suggestions for the company, as well as small contests offering cash prizes. The Twitter account is no different, with @ replies to fans about things from good customer service to negative feedback on the food, and occasional offers and contests being promoted through tweets. Soon after the first commercial, Domino's stock saw a surge of 3.14%, and the company has been able to maintain steadily growing sales over the past two years. It seems Domino's has adapted to modern society that devours these social networking sites, and through their personal interaction with everyday fans online, have successfully rebuilt their image and brand.