Domino's takes risks to promote recipe revamp

01/12/2010 | NYTimes.com · Big Money, The

Domino's Pizza is fusing social marketing and old-school broadcast ads to promote its reformulated recipe. A high-profile TV campaign shows Domino's executives responding to Twitter comments that claimed the old-style pizza tasted of cardboard and was "totally void of flavor," before explaining the design process behind the company's latest cheese-and-dough concoction. The campaign then points viewers back to a Web site streaming unedited tweets and Facebook comments about the updated recipe. Bernhard Warner writes that the campaign will provide a litmus test for companies considering relying on the "the wisdom of crowds" for important business decisions.

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