I asked my friends over the weekend about their favorite commercials. The conversation quickly turned to a recent commercial by Sonic. We were quoting lines and laughing over their dry humor.
But the most significant issue from this conversation is the fact that there is no Sonic food chain in our area. Not even close. Actually, I don’t think any of us have ever eaten there.
Regardless, we were all familiar with their campaign.
So how do you make a campaign that has people talking and loving your commercials, even when they have never used your product?
Do you have any other examples of companies who have successfully done this?
Domino’s Pizza has done a follow up on their latest rebranding effort. Apparently, admitting their faults and publicizing their efforts regarding a new tasty pizza was just the beginning.
In their previous commercial and documentary Domino’s responded to specific customer complaints. They have now taken their campaign even further.
Their new commercial shows the individuals who criticized Domino’s previously now eating the new recipe. The head chef at Domino’s even delivers each pizza himself.
Check out the short documentary:
Their thorough approach at rebranding is encouraging. Those who hated the product before are now saying it’s delicious!
Have they convinced you yet to go try a slice?
Curly Girl Designs is currently implementing a phenomenal contest via social media. They have implemented a 12-day give-away-athon for their Facebook fans and followers on Twitter.
Today is the last contest they are holding (aka: Day #1). The contest is themed to uphold the views of Curly Girl Designs. The rules and goals are on their Facebook Fan Page.
They state, “The small things we do, ways we act and what we put into the world all make a difference. So today is not about the big things but the small ones. The clever ones. The tiny love,” and encourage fans to share their stories.
This contest is an experiment by those over at Curly Girl Designs to test the power of social networking. Not only is the contest super fun, the prizes are incredible. A wall canvas from their collection has always been a dream of mine to own!
So I encourage you to follow @CurlyGirlDesign and submit your stories! …But I of course am crossing my fingers that I win!
Yesterday I recieved this message in my Facebook inbox:
Write the color of your bra in your status. Just the color, nothing else. And send this on to ONLY women, no men …. It will be neat to see if this will spread the wings of cancer awareness. It will be fun to see how long it takes before the guys will wonder why all the girls have a color in their status…
So many women started to participate in the chain message; my mini-feed was a rainbow in text form. Today I even caught a commercial for tonight’s news discussing the topic of color statuses on Facebook. Hugely successful awareness stunt!
But not everyone was a fan… One of my Facebook friends put up a status that expressed her disgust with the stunt, and I of course responded:
Her: Has facebook really become that dumb where ppl need to start advertising what color underwear they’re wearing???!! Realllly??? Cause I couldn’t give two shits
its retarded. That’s all
Me: It is to raise awareness for breast cancer
Her: That makes no sense. What does the color of ur underwear have to do with raising awareness?? Go on a walk or raise money. Putting the color of ur underwear on facebook doesn’t really do much but tell ppl the color of ur underwear. Hmmmmmm. I’m all for raising awareness. But this is quite silly. No?
Me: Walks and raising money are definitely more proactive efforts, I think using facebook was an attempt at a fun and quirky way to get ppl talking. It worked in that sense.
Her: Seems that all its doing is telling ppl the color of ur underwear… “Oh hey what color is ur underwear?–black– oh hey cool have u heard about raising awareness for cancer??” ???? I guess it just seems pointless to me. Idk but like I said if u feel ur making a difference in some strange way then go for it.
Although she is obviously NOT a fan, she is talking about it! Therefore, SUCCESS!
In the past week or so I hope you have seen the new Domino’s Pizza commercials. They are entering the New Year with a vigorous rebranding effort; and I like it.
To be honest, in the past I never considered Domino’s when I ordered pizza. Their reputation was far from stellar. No one would have made a fuss if Domino’s slowly faded out and blamed it on the economy… instead they really faced the facts and owned up.
Domino’s held numerous focus groups, examined social media responses and took all the feedback to heart. They are trying to rebrand, or redeem, themselves by starting from scratch and creating a new tasty product.
Here is Domino’s documentary on the issue:
An article from AdWeek basically tears the Domino’s spot apart. Even though not all people agree Domino’s efforts are a valid attempt at rebranding, I will at least give them the benefit of a second chance. Isn’t this what companies are supposed to be doing with social media? Responding?
Do you agree with my optimistic view and plan to give Domino’s a second shot? Or do you side with the opinion of Barbara Lippert over at AdWeek?
