Paid Media = Scale for Domino's Pizza Turnaround

A lot of talk over the last few days about Domino's Pizza's "Pizza Turnaround" - equal parts blog | website | Twitter aggregator.  The effort is centered around Domino's transparent re-engineering of its signature pizza offering.

I like the spirit of this ... good talk-value; makes me want to keep following along; most importantly, makes me want to give Domino's another shot.

One of the most talked about features of the campaign is a short documentary [produced with help of Crispin Porter + Bogusky].  At the time I write this [Dec 28 @ 5:30pm CST] the video has logged nearly 328,000 views [in just a few days, over the holidays].

I noticed today that Domino's is running paid media units on YouTube's homepage. 

While I have no knowledge of this brand's spend, I have looked into YouTube packages and can tell you this is no small financial commitment.  What I suspect Domino's has figured out - that many brands have not yet - is that paid media, as a compliment to 'social' media, can give your brand's blog | video | Facebook page | etc. the push it needs to scale to a larger audience. 

Interested to watch this unfold.  The one thing I really hope is that Domino's doesn't cave to the inevitable snarkiness that many marketing and social media 'gurus' will heap upon it.  Stay the course, Domino's!

Comments

[vinny waren]

Domino's has figured out - that many brands have not yet - is that paid media, as a compliment to 'social' media, can give your brand's blog | video | Facebook page | etc. the push it needs to scale to a larger audience//////

ian, we at the escape pod figured out that ages ago! though i'm pretty sure CPB have also figured it out. i love this idea. i hate domino's but it would make me try their pizza. it's a new product launch.

[Ian]

@Vinny - I suspect our mutual amigo was involved with this effort. Sounds like something he would be very jazzed about.

[vinny waren]

it's on his posterous ian. i think it's a truly genius idea. no flash, all substance.