Really ? marketing or necessity ?
www.prweek.com
“Domino’s Pizza successfully waded into pubic infrastructure support with Paving for Pizza, a new project aimed at helping cities across the U.S. repair potholes to ensure pizzas make it home safely.
Strategy
Planning for the campaign began in early 2018.
"The core of this idea came from what we have heard from our customers: bumps and potholes in the road that cause customer anxiety about pizzas getting back to their home safely," explained Jenny Fouracre-Petko, director of PR at Domino’s. "Our goal on the public relations team was to tell the story of this program and drive nominations to our microsite."
Outreach efforts focused on using social media to stimulate an organic conversation and drive awareness of the campaign, as well as capture the attention of national consumer outlets.
Tactics
The team created a microsite, www.pavingforpizza.com, so people could directly nominate potholes in their town for repair.
In addition, the brand ran pilot programs of the campaign prior to official launch in Bartonville, Texas; Milford, Delaware; Athens, Georgia; and Burbank, California.
The campaign team issued a press release over national wire on June 11, announcing the effort and providing a link to the microsite where people could nominate their town to receive a paving grant from Domino’s.
In the coming days, the brand began pushing visuals and short-form video content across social platforms.”
wow !
Domino's Paving for Pizza campaign proves 'people are very passionate about potholes'
Domino's Paving for Pizza campaign proves 'people are very passionate about potholes'. From PR Week
www.prweek.com
“Domino’s Pizza successfully waded into pubic infrastructure support with Paving for Pizza, a new project aimed at helping cities across the U.S. repair potholes to ensure pizzas make it home safely.
Strategy
Planning for the campaign began in early 2018.
"The core of this idea came from what we have heard from our customers: bumps and potholes in the road that cause customer anxiety about pizzas getting back to their home safely," explained Jenny Fouracre-Petko, director of PR at Domino’s. "Our goal on the public relations team was to tell the story of this program and drive nominations to our microsite."
Outreach efforts focused on using social media to stimulate an organic conversation and drive awareness of the campaign, as well as capture the attention of national consumer outlets.
Tactics
The team created a microsite, www.pavingforpizza.com, so people could directly nominate potholes in their town for repair.
In addition, the brand ran pilot programs of the campaign prior to official launch in Bartonville, Texas; Milford, Delaware; Athens, Georgia; and Burbank, California.
The campaign team issued a press release over national wire on June 11, announcing the effort and providing a link to the microsite where people could nominate their town to receive a paving grant from Domino’s.
In the coming days, the brand began pushing visuals and short-form video content across social platforms.”
wow !