Pizza Turnaround

Client: Domino's Pizza

Agency: Crispin Porter

Domino's employed the "Pizza Turnaround" campaign in an effort to involve customers in the reincarnation of their pizza recipe. Encouraging dissatisfied customers to take photos of their less-than-extraordinary pizzas and post them in a forum online, Domino's opened up the floor to harsh criticism. With a hands-on approach that included an online tracking system and commercials featuring product managers and executive Domino's chefs, the company made the consumer feel as if he or she was in control of their pizza experience, ultimately leading to a sharp increase in sales.

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(page 24 in Goodvertising)