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Domino's takes its 'holdouts' campaign to the social web
May 10, 2010
In the latest installment of its successful rebranding campaign that started last fall, Domino's Pizza is placing a "bounty" on taste buds that have yet to try its Inspired New Pizza, with the payment being free food.
Domino's Taste Bud Bounty, launched online at PizzaHoldouts.com, encourages customers to turn in their friends in exchange for delicious rewards. The theme plays on the initial "Pizza Holdout" marketing package that featured people who had not tried the newly reworked recipe in television commercials, website promotions, and more. When asked where the company found these "holdouts," spokesperson Tim McIntyre said, "We used their friends. Friends who are customers of ours."
The next part of the holdout campaign involves friends found on social media sites such as Facebook. It seeks to find "The Taste Bud Bounty Hunter," the Domino's fan who can successfully convince the most pizza holdouts to try the new recipe. That person will win free pizza for a year in the form of $20 gift cards, one for each week of the year.
"Our current ads show how we convinced three pizza holdouts to give the new pizza a try, but now we're turning the reins over to America," said Russell Weiner, Domino's chief marketing officer. "This is a really fun way to get people even more engaged in the story of Domino's re-launching its core product."
Both the hunters and the hunted will receive incentives via e-mail for participating in the Taste Bud Bounty. Participants also can upload their profile photo from Facebook onto the Domino's Most Wanted Taste Bud Wall or the Top Bounty Hunter Wall. They can then have their progress updated, and be followed by friends.
To start the search, consumers can go to PizzaHoldouts.com. Domino's will reward each Bounty Hunter's first submission with a coupon for a free order of Chocolate Lava Crunch Cakes with an online delivery order of $10 or more. Each submitted pizza holdout will receive a coupon to buy one pizza and get a second pizza of equal or lesser value for free.
Hunters who successfully "capture" 10 friends - convincing them to order Domino's new pizza - will receive a coupon for one free large one-topping pizza. Customers are encouraged to capture as many pizza holdouts as possible before the contest ends June 27.
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