If you want the best pizza, you’re not going to order Domino’s. But if you want your pizza delivered in the most innovative way, well, Domino’s may have that market cornered.
The chain took four years to modify a car to become the perfect delivery vehicle. And now it is testing drone delivery in New Zealand. And by all accounts, its first drone test went well, with the pizza landing gently and without major damage—save for a little cheese stuck to the top of the box.
Domino’s wants consumers to know it feels guilty about charging more for pizzas on the weekend, and it’s trying hard to make things right.
For years, the fast-food chain has offered bargain pricing on Monday-to-Thursday carryout, charging $7.99 for a large three-topping pie. Now it’s extending that deal to seven days a week, and launching an apology campaign from longtime agency CP+B, offering compensation to customers who’ve overpaid in the past.
These days, if you can’t understand emojis, life is not worth living. But there is hope, thanks to an “Emoji Literacy” campaign from Domino’s and Crispin Porter + Bogusky.
As you might recall, CP+B won the Titanium Grand Prix at Cannes (honoring the most breakthrough idea of the year) for designing an emoji ordering system for Domino’s, which lets folks place orders on Twitter and via text message simply by typing a pizza emoji.
Now, in something of a follow-up, client and agency have created 52 flashcards designed to help the uninitiated “speak” emoji. The cards—a tongue-in-cheek promo which really should boost your emoji prowess—are available for free starting today at emojiliteracy.com.
There’s even a faux PSA explaining the initiative.
“I didn’t know what to say,” laments one befuddled middle-aged dad. “I just replied BRB and hoped they don’t text back.” A teary-eyed mom fears that if she can’t communicate with emojis, somebody might “take my kids away from me.”
So, smarten up and master emojis! (Sure, you could spend your time learning an actual language, like French or Spanish or Mandarin, but really, what for?)
On Tuesday, Domino’s flooded its Twitter feed with a heap of tweets written almost completely in pizza emojis. They looked like sentences. They were even punctuated. Not only that, but Domino’s had the gusto to respond to people curious about the stunt with—what else?—pizza emoji-filled tweets.
Perplexing? Sure. Annoying? A little. A promotion? Of course.
Starting May 20, Domino’s customers will be able to order pizza via Twitter. You can hook up your Twitter to your online Domino’s account, and with a quick pizza emoji tweet at the brand, you’ll have an order on the way.
So, what better way to promote this than to confuse one’s consumers? Lots of people seemed to get into it, though, and JCPenney even briefly joined in the emoji-only banter.
“We wanted to start a conversation about why Domino’s has gone emoji crazy in the lead-up to the emoji announcement,” says Matt Talbot, vp and creative director of Crispin Porter + Bogusky, the agency that handles Domino’s creative business. He explained that the tweets were modeled after real tweets the brand usually sends to customers.
“There’s no decoder machine to work back to the true answer of the text, though,” he said.
Check out more from the the pizza emoji takeover below.
Here’s a solution to a problem you rarely think about but might occasionally fall victim to.
Domino’s Pizza in Brazil is so intent on convincing you that it will deliver you a pizza instead of a deformed pile of cheese and sauce that it has created an elaborate, pizza-stabilizing device to be mounted on the back of delivery motorcycles.
Created by agency Artplan, the device consists of a platform on two hemispheres that pivot to compensate for any tilting caused by turning, riding on a hill or hitting a speed bump. The cube holding the device glows at night, probably to strengthen the illusion that Domino’s is carrying around something important as opposed to just a lazy man’s dinner.
This technique reportedly will be expanded to roughly 10,000 Domino’s locations worldwide, meaning that soon, you too may be able to gawk at one in real life. Makes you wonder how we’ve gotten by without this revolutionary discovery.
Here's a pretty good example of a brand dealing well with a troll on Twitter—mostly by sticking to the script, with a few flourishes along the way.
On Monday, Domino's Pizza in the U.K. had to deal with a customer who claimed to have burned his penis while "making love" to one of its pizzas.
You can see the whole exchange below.
Even as @ITK_AGENT_VIGO's tweets get increasingly irate and obscene, @Dominos_UK remains calm—amusingly nonchalant, in fact. At the end, though, the brand allows itself a little freedom, taking an even more absurd claim from the man at face value and admitting "that is not what is expected of our pizzas. We raised them better than that!" (Hopefully that doesn't count as legal admission of sexual misconduct by the pizza.)
Would have been fun to see how Tesco Mobile would have dealt with this guy.
Remember British Airways' interactive "Look Up" billboard with a kid pointing at airplanes as they flew by overhead? Well now Domino's U.K. is spoofing the concept with its own "Look Down" billboard. It's kind of a heady concept, but bear with me here: The British Airways billboard pointed to planes while displaying their flight numbers and trajectories, so the Domino's version is a kid pointing down at pizza delivery drivers, with different messages about where each pizza is headed. It's working out pretty well for them, which makes sense. Domino's has a lot of experience with parody, since the brand's been doing it to pizza every day for over 50 years. Via Mashable.
Domino's has fired the latest shot in the pizza wars by disparaging unnamed competitors—OK, clearly Pizza Hut—for overpromising the effect its midweek deals will have on your mundane little life.
"We could tell you that carrying out Domino's on a Monday will bring out the weekend you," says the new spot, from Crispin Porter + Bogusky. That's a not-so-veiled reference to Pizza Hut's recent ads, one of which (also posted below) begins: "Make your weekday feel like a weekend with Pizza Hut's Early Week Deal."
The Domino's ad pushes its own weekday deal—$7.99 for a large, three-topping pizza Monday through Thursday. (The Pizza Hut deal is the same, except only two toppings.) But in keeping with the chain's recent campaign theme of painful honesty, the Domino's ad says promising a weekend feeling from its midweek pizza "would be a lie," adding: "The truth is, pizza alone won't make your weeknight special. It's what you do with it that will."
The ad is amusing, but disingenuous. It closes with a family all laughing together and eating Domino's pizza in their backyard, while watching a movie from an old-time projector on a white canvas staked in the ground. So, Domino's won't bring out the weekend you—but it will bring out the spontaneous, fun-loving, perfect-parent you who suddenly does things, like watching movies in the backyard, that only happen in commercials. That, of course, is as much a fantasy as saying your Tuesday will be like a Friday.
Domino's can pretend to be above the fray, but it's playing the exact same game. And isn't that, in the end, actually more dishonest?
Domino's has joined the chorus of voices praising tech and innovation and start-ups (three of the key squares in Media Buzzword Bingo) with its “Powered by Pizza” campaign. It posits that most creative endeavors are fueled by pizza. To that end, the brand is sending $500 gift cards to a handful of startups. It's also partnering with fundraisers on Indiegogo to offer smaller gift cards as rewards to donors if and when selected projects reach their respective goals. Gotta say, the brand is absolutely right about pizza being a staple food of people sacrificing sleep and nutrition in the name of progress. Not Domino's Pizza though—it's awful. Photos of the brand's "Pizzavestment" kit after the jump. Agency: Crispin Porter + Bogusky.
Você que já passou diversas noites trabalhando em um projeto, estudando, criando algo, certamente já teve a companhia de uma pizza em momentos cruciais. Esse é o mote da nova campanha de Domino’s.
Já vi algumas campanhas de café utilizando esse insight, mas cabe muito bem também para a marca, ainda mais da forma como pretendem estender o conceito. No comercial, a Domino’s celebra os momentos de criação e inovação abastecidos por uma pizza, dizendo que uma grande ideia, uma música, um filme ou uma tecnologia, por exemplo, poderiam nem existir caso não fosse a ajuda desse alimento fundamental para a sobrevivência humana.
Assinando com “Powered by Pizza”, o filme incentiva as pessoas compartilharem posts e fotos no Facebook, Twitter, e Instagram com a hashtag #poweredbypizza, num desses raros casos em que a proposta de viralização com conceito de marca realmente faz sentido e pode agradar a audiência.
Tudo acontecia como de costume na pequena cidade de Guildford, nos arredores de Londres. Até que alguma coisa chamou a atencão da população. No horário de almoço, um objeto não identificado cruzou o céu num vôo de aproximadamente 10 minutos.
Sua missão: entregar duas pizzas de pepperoni. Sim, bastou uma pequena adaptação num octacopter, um idéia maluca e uma camera para registrar tudo e a ação da Domino’s Pizza foi parar até no Jay Leno.
A Domino’s já tinha feito um concurso para descobrir como seria o veículo ideal para entregar pizzas no futuro. Mas dessa vez eles mesmos, com a ajuda da agência T + Biscuits, é que levaram a coisa adiante.
O Domicopter fez a entrega voando uma distância de 6,5 km em 10 minutos. Menos tempo do que um motoby levaria, considerando que na Inglaterra eles devem respeitar as leis de trânsito.
Antes que você se empolgue é bom avisar que as motos é que vão continuar a fazer o serviço sujo por um bom tempo. A coisa toda foi só uma ação e, por enquanto, se alguém disser que a sua pizza vai chegar voando, vai ser somente uma figura de linguagem.
Say what you want about Domino's (it's an abomination unto the Lord), but it has one of the better branded Pinterest projects I've seen in a while—Second Hand Logos. Since Domino's recently redesigned its logo, Crispin Porter + Bogusky got to thinking about what happens to a company's old signage, clothing, store materials, etc. So, the agency commissioned 10 artists to make stuff with old Domino's employee shirts, pizza boxes and other company ephemera. Lots of it is for sale, and Domino's is being gracious enough not to demand a cut of the artists' sales, which is pretty cool of the company. More of the work will roll out in the coming days. Doesn't make this any less accurate, but this is a good example of effective consumer outreach.
Drones are in the news for all sorts of horrible reasons, but Domino's might salvage its reputation somewhat by eventually—someday—using them to deliver pizza. The company's DomiCopter—a joint effort by U.K. drone specialist AeroSight, Big Communications and creative agency T + Biscuits—is an eco-friendly machine capable of carrying pizzas in heatwave bags for impressive distances without refueling, similar to how a swallow would carry a coconut. Sadly, it's also a threat to the labor force of guys who get stoned in their cars and forget where you live.
A Domino’s, depois da exposição pública negativa em 2009, seguiu com diversas campanhas para demonstrar transparência e qualidade. O famoso aplicativo Pizza Tracker levou até Titanium em Cannes Lions 2009.
Um novo esforço da empresa nesse sentido vai ainda mais longe. Em um projeto piloto implementado na loja de Salt Lake City, nos Estados Unidos, os consumidores podem assistir seu pedido sendo feito ao vivo.
Ao todo, cinco cameras capturam o processo de produção, da massa até a saída do forno, e tudo pode ser assistido no site: dominoslive.com.
Criada pela Crispin Porter + Bogusky, a ação continuará online durante todo o mês de maio, sempre das 11h às 23h.
Life just got more stressful for the workers at a Domino's Pizza restaurant in Salt Lake City. That's because that particular location is the guinea pig for the chain's new Domino's Live experiment, dreamed up by Crispin Porter + Bogusky. The agency has installed five cameras at the store to show workers making the pizzas in real time—kneading the dough, adding the toppings, popping the pies in and out of the oven. All through the month of May, anyone who orders a pizza online from any Domino's nationwide will be directed to DominosLive.com, where they will see … well, people making someone else's pizza, not yours (unless you happen to live near that location). The single-store pilot program went live today at 1 p.m. ET (11 a.m. local time), and so far we can see … hmmm, yep, there's some pizza being made. The footage is almost comically boring, but I suppose that's what you get with "transparency"—an inside look at a pretty tedious process in action. CP+B should have used hidden cameras instead. Then we might be in for more of a treat.
Have you heard of Hatsune Miku? Perhaps not, but Domino's sure has. Here's a hint: She's one of Japan's biggest stars. More precisely, she is a holographic avatar created for a "singing synthesizer application" from Crypton Future Media. So, what better way for Domino's Pizza to introduce a new iPhone app to the Japanese than by teaming up with its most beloved digital sensation?
Domino's did just that last week, as the chain's president and CEO, Scott Oelkers, introduced the new app in the corny, somewhat comical video below. Oelkers's enthusiasm, which comes off as more than a little forced and awkward, makes the video either awful or awesome, depending on how you look at it. The app, though, seems legitimately cool, as it allows you to "create vocaloid songs," among other snazzy features. "From the menu to the order, it looks very cute. Just like Miku," says Oelkers.
Sure, Oelkers may need some acting lessons. But it's not all bad. Now, when you order a pizza in Japan, you can get a mini-avatar augmented reality performance right on you pizza box. That's gotta be worth it, no?
Já há alguns anos, a Domino’s vem tentando se reinventar e explorar seu comprometimento com a qualidade e transparência. Campanha da Crispin Porter + Bogusky colaboraram muito com isso, é claro, mas a empresa de fato promoveu uma grande mudança em seus produtos.
É por isso que essa nova embalagem de pizza, também criada pela agência, traz a inscrição “3 years in the making”. A tipografia ornamentada procura destacar que a pizza é feita como um trabalho artesanal, com massa feita na hora, sem nenhum ingrediente congelado.
O fato da caixa ser na cor preta, imediatamente me lembrou Jack Daniel’s, que segue a mesma linha visual em suas campanhas, mas no segmento de fast-food certamente foge da multidão.
Domino's doesn't make much use of its namesake domino logo—until now. The pizza chain topples more than 50,000 dominos in the video below from Crispin Porter + Bogusky, as a thank-you to fans after crossing the 8 million likes mark on Facebook. I think we can all agree it probably should have been 8 million dominos, but that would have been 160 times the work—and required more than two years of nonstop work to produce, instead of the 120 hours it took for this one. Facebook milestone videos are something of a specialty for CP+B, which last year did the giant human coupon for Old Navy.
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