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!