Dominos Goes “mega” on Social Media Campaigns

The Dominos MEGA Week deal is a new campaign that asks customers to ‘like’ the MEGA deals on its Facebook page, and in return customers have access to exclusive daily specials. The concept is only available through Facebook ordering for one week.

With 649,265 likes (at the time of writing) on the Facebook page and as many as 1,620 likes for the MEGA deals, Dominos is well placed in terms of circulating interest to customers through social media.

In the About section on the Facebook page, Dominos states that the purpose of the page is to engage customers with special deals, offers and news, and create a community-orientated playfield.

“We have this Facebook page so we can connect with you – our loyal fans! Enjoy great pick up and delivery vouchers in our Today’s Offers tab, get the latest Domino’s news, see the latest in pizza innovation, and enter awesome competitions.”

Customers are also able to order pizzas online, track every stage of the order in real time with the exclusive Pizza Tracker, and then leave a comment or feedback on the Facebook Wall.

Dominos Australia is forging the way as one of the first Australian companies to embrace new media campaigns. Earlier this year, Dominos launched Australia’s First Social Pizza. Each day, fans were asked to vote on their favourite pizza component – crust, sauce, toppings, etc. The most popular choices were then integrated to create a ‘social pizza’ that was eventually added to the official menu.

Recently, fast food competitors Hungry Jack’s and Pizza Hut also created clever marketing concepts to entice customers. Daily deals site Scoopon partnered with Hungry Jack’s earlier this year to offer a stunning price on the popular Whopper burger. The resulting flurry of activity shut the Scoopon site down temporarily and over 400,000 vouchers for the deal were sold. Similarly, LivingSocial partnered with Pizza Hut to offer a popular $2 full-size, nine-inch ‘Pizza Mia’ deal.

There is no doubt that new media marketing is effective for business when utilised correctly, especially Facebook concepts where you have to ‘like’ a page and then ultimately take on the role of ‘follower’. Social media also creates a community-orientated environment and encourages interaction and engagement with customers and exclusivity to special offers, deals and news.

We reported in May on the Sensis Social Media Report which revealed that Australian businesses were failing to exploit social media’s ability to drive brand awareness and engage customers, however with Dominos and other companies continuing to incorporate savvy social media concepts, it seems that the message may finally be sticking.

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