Would you be willing to have unfiltered customer comments streaming across Times Square? If not, perhaps it’s time to look into that…
From Marketing Daily…
Ratcheting its “Oh Yes We Did” brand transformation campaign up another notch, Dominos Pizza is now posting comments from customers on a 125-foot-wide electronic billboard in New York Citys Times Square.
The comments originate through a new customer feedback feature in Dominos Tracker, an area within the brands site that allows customers to track the progress of their online orders.While comments will be vetted prior to posting in order to screen out offensive or inappropriate content, Dominos says it will post “many” consumers comments, whether “good, bad or neutral.”
“Our customers deserve, and have come to expect, honesty from us … and it really doesnt get more open and honest than this,” said Dominos Pizza president/CEO Patrick Doyle, alluding to the billboard. “Our hope is that most of the feedback is positive, but our top priority is that people are seeing what is real.
“The billboard initiative — active through Aug. 23 — is clearly designed to drive more online orders, as well as bring the latest element of novelty to the brands now-familiar strategy of supporting the reformulation of its pizzas with marketing/advertising stressing its ongoing efforts to use customer feedback to improve continuously.
Continues at: MediaPost Publications Dominos Posts Feedback On Times Square Billboard 07/26/2011.
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- Domino’s Gets Naked in Times Square (thedenveregotist.com)
- Domino’s Posts Customer Reviews, Good and Bad, in Times Square (adweek.com)
- Domino’s Pizza tops up marketing budget to challenge upmarket rivals (guardian.co.uk)
