Domino's Pizza, they got it right.

One of the newest examples of corporate use of social media is the Domino’s website, http://www.showusyourpizza.com.  The idea for this website is founded on transparency, customer interactivity, and customer involvement.

The campaign is aimed at mocking how other pizza companies prepare their pizzas for photo shoots. When other companies take pictures of their pizzas for advertising, they often use camera tricks to represent a better than reality version of their food.

Showusyourpizza.com has photographs of real Domino’s pizza. The pictures were taken by random customers all across North America who upload their pictures on the website.  Dominos then looks at all the pictures and selects eight $500 winners.

Thousands of people have shown their pizzas on the website. Entire families have gotten involved in the fun.  The site can connect to your facebook and twitter accounts, linking the entire social media network together. Dominos has been able to activate their consumer base by giving them a medium to broadcast themselves in a fun, simple way.

The sensation is driven by this promise made by Dominos.

• We will only photograph real, honest-to-goodness pizzas.
• Domino's employees will make the pizzas we shoot.
• We will not artificially manipulate our pizzas when photographing them.

-Russell Weiner, Chief Marketing Officer

The website has been “liked” over 6,000 times on facebook.

Just from following the links on showusyourpizza.com I stumbled across Domino’s YouTube page. Domino’s YouTube has over 3.9 million views.  Domino’s has utilized the power of social media in a very impressive way.

On their videos, Dominos allows all comments and discussions to unfold. They also personally address many comments. Dominos utilizes two-way communication with their customers.

http://www.youtube.com/watch?v=A-lphVQkM1s

Domino’s “Pizza Holdouts” was a campaign of videos used in their last blitz of commercials. Dominos found people who had not tasted their new pizza and made an ad campaign directed at one individual.

Some people questioned the validity of the commercials, claiming everyone was in on the commercial and the entire commercial was a set-up. Dominos responded on their comment section.

The way Dominos has created a network of social media sites to bring them good press and tons of earned media is remarkable. They facilitate two-way communication and have involved many fans with their company in a very personal way.

They have created buzz and proven the power of modern social media. They have taken the average customer and made them a part of Dominos.