With approximately 95% of consumers stating that they don’t trust advertising, authenticity is now crucial to any marketer’s message. The role of social media in this shift has been very interesting as it allows marketers to communicate that authenticity without spending hundreds of millions of dollar to create advertising that may or may not communicate genuinely.
Dominos is taking a curious approach to this concept with the rollout of a new advertising campaign that will feature pizza in its native environment – without a food artist or any digital touch-ups. The company has launched an online component and will allow customers to take a photo of their pizza, submit it and have a chance to win one of four $500 prizes.
In addition, Dominos will choose one of the lucky winners to have their photo featured in new advertising. In a follow up to the 2009 “Pizza Turnaround” campaign, Dominos continues to show that they’re the real deal. What you see is what you get, no fancy food artist required.
I think this campaign will succeed, just as the “Turnaround” did, creating loyalty for the product and brand. What do you think about this campaign? What do you think the overall return on their investment will be? Click to make a comment below!