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19/03/2012 by
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Social Pizza By Domino’s Australia

Today Domino’s Pizza in Australia launched an interesting social media project – The Social Pizza. Domino’s is asking its Facebook fans, almost 500,000 at the moment, to come up with Australia’s first Social Pizza through a Facebook app.

Social Pizza by Dominos Social Pizza By Dominos Australia

As Domino’s are no strangers to making the consumer the center of their experience, the social app will allow the fans to vote for a custom-made pizza which will feature on the real Domino’s menu. How will this enhance the customer experience and engagement even though it’s “just a pizza”?

You probably seen some previous effort by Domino’s, where customers could ask for “special instructions” when ordering pizza online. Like “Draw a Unicorn Fighting a Giraffe” or so. Not that difficult, but keeping the customers happy and with a smile, there are plenty of other weird/interesting requests on reddit and elsewhere.

Dominos Social Pizza e1332184518122 Social Pizza By Dominos Australia

The latest campaign for Domino’s Australia, created by BMF Sydney, will give the Facebook fans the power to create a new pizza, which in turn will be sold on its menu across the country.

The fans will be able to vote on a wide range of factors such as the type of base used, the sauces used, the toppings and even its name. The most popular choices will be then added onto the new pizza which will be added onto Domino’s.

This simple campaign ticks many boxes: leveraging an existing Facebook community, crowd-sourcing, using social for R&D, giving fans ownership of the brand and engagement.

For more details have a look at Domino’s Australia Facebook fan page, you can try the Domino’s Australia Social Pizza App (you can vote for the type of sauce today, the base is already chosen).

Curious about the results and the outcome of a one week’s campaign? The voting is only from 19th till 25th of March.

And a simple key learning – listen to your customers and fans! Domino’s has potentially almost 500,000 judges that will pick up the next best combination for pizza.

Sources: campaignbrief.com, econsultancy.com, simplyzesty.com

 

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Martin Michalik
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Comments (3)

  • Rudi de Groot 20/03/2012, 15:00

    Yep you see that by using crowd-sourcing techniques you can really earn the trust of your customers. Nice example!

     
  • Thomas
    20/03/2012, 15:14

    Looks like a interesting concept. It is roughly the same thing as ‘Lays – Maak de Smaak’ offcourse. But the use of an App and facebook make it more cross-platform.

     
  • noel 30/05/2012, 15:42

    just a pizza :)

     
 
 
 
 
 
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