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Domino’s Is Enlisting You As A Secret Agent
By: Jennifer Graber
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Your mission, should you choose to accept it, is to be a dedicated informant. Your targets are those who are failing to conform to corporate changes. When a target is identified, it is your job to obtain visual conformation and proof. The photographic evidence will be used to bring the target down.

Does this all sound like a hired hit or a scene from a spy film? Well, it is neither. It is a strategy being launched by Domino’s Pizza, er...Domino’s.
Last year Domino’s Pizza dropped the doughy deliciousness from its name. The brand became just Domino’s as a move to differentiate itself as a chain that sells more than just pizza. Now Domino’s wants to make sure that all stores are on board with the recent changes. The brand is asking its faithful followers to hunt down and identify stores that are still using the “old name and logo.”
In order to complete the mission set forth by Domino’s, it is requesting its special agents (you) to complete some very specific tasks. First you must find the targets. The targets are, obviously, stores that are still using Domino’s old name and logo. Second you must capture it and, naturally, post the photo to Instagram. Domino’s wants its special agents to also use the hashtags #LogoInformants and #Sweeps. The third step is to simply wait to see if you win. Domino’s is offering free pizza and gift cards as potential prizes to those who participate.
There has not been any real discussion on what happens to the Domino’s stores that are not in compliance, but overall, this is a very strange move by the brand. Domino’s is essentially shaming its stores in a public forum. The brand is using social media to broadcast a problem. Why would a company put itself in a possibly vulnerable situation?
Is Domino’s trying to eliminate the need for corporate effort by having customers complete its work? Is it attempting to scare individual stores into compliance? The #LogoInformants is a fun promotion and a great way to get consumers involved. But from a business standpoint, it just is quite odd that Domino’s would shame its own stores. And on social media. And in an environment that can be challenging to control.
What are your thoughts on this? Good move or bad move? Is this secret mission destined for success or failure?

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About the Author
Jennifer Graber is a Business Development Manager and marketing enthusiast. Her specific interests include branding, consumer behavior, development, integrated marketing communications, and new & social media.
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