Both social and traditional marketing components had detailed connections that drove consumers directly to a store. We did not want to lose anyone at any point during the execution of the campaign. All Facebook fan pages had custom welcome applications that consumers had to “like” to get access to the coupon, which was also hosted on the sweepstakes microsite. After participants provided their information to download the coupon, they had to redeem it at the store.
A loyalty special was launched on Foursquare, which required the consumer to go to the store to unlock the special. Yelp, Urbanspoon and Google Places’ role was to reinforce the connection between stores and consumers as well as provide accurate information and eyecatching food photos.
The traditional marketing mediums encouraged consumers to visit the microsite to enter a contest by entering specific information about themselves as well as “liking” their local fan page and tweeting out a custom message that led their followers back to the website. Awareness products were set up at each location to remind walk-up customers that they can connect with their favorite store online and use Foursquare to unlock a special instantly.
An exceptional effective social media presence and community was created for all 48 Domino’s Pizza locations. Their social media presence was extended beyond Facebook and Twitter to Yelp, Foursqaure, Urbanspoon and Google Places. A 360 social media growth was created using a build, engage and grow methodology.