Domino’s stages Hawaiian-themed flash mob
To promote a new recipe for its Hawaiian pizza, Domino’s has organised a flash mob involving 150 people at a Westfield shopping centre in Brisbane, who dance around a hula girl wearing a grass skirt.
http://youtu.be/9jZXASZAOS0
According to a Domino’s press release, the stunt is a “truly unique” way to draw attention to the campaign.
No really, kill me.
What is it with Flash Mob’s, truly unique my arse…
Why oh why do we offer these experiences to marketing managers, look I know budgets can be tight but surely there must be better ways of promoting a brand through experiential.
They make me vomit!
The flash mob. The new “mandatory”… like doing something “digital” is.
The flash mob. The new “mandatory”… like doing something “digital” is.
(wrong web link, sorry)
Pathetic. Really hope this wasn’t a BMF idea.
Brilliant work BMF….not.
Hi Hurting myself and lame,
The flash mob idea was conceived by Red PR, and the social media element was done by Speedwell.
Cheers,
Robin – Mumbrella
Oh i think it was a nice idea. Why is everyone so bitter and angry at the moment.
So Red PR conceived an idea everyone else had 5 years ago.
so what if its not a new idea. is no one allowed to do something if its been done before? fair enough, its not unique but it looks like fun, its well executed and the mix of tracks is good
the level of malice spat on these pages sometimes is just ridiculous
Come on guys, in this day and age everything has been done before. If it gets people talking about the brand then it’s working – and we are talking about it aren’t we.
The flashmob concept has become a legitimate part of the marketing mix and why not. We should be celebrating this kind of marketing, original or not. Dancing is great and it beats blaring advertisements.
“…it looks like fun, its well executed and the mix of tracks is good”
Is that the measure of a good stunt?
How about if anyone would bother sending this on to a friend?
If someone sent this to me I’d delete them.
richie, you’ll be waiting around a long time for this to go viral…
what i find interesting about these stunts is that by the time you take out the “150 people” that were part of the flash mob there are stuff-all punters who see it live.
and with limited viral/pass-on appeal how many non-involved people get to see this? other than us in the industry of course who see it as the hackneyed overdone rubbish it is.
red pr should be ashamed of themselves for this. haven’t clients worked out that just because it’s relatively cheaper to do these ridiculous stunts it doesn’t make it right?
316 views in a week! Youtube’s power is unleashed!!!
Most of them from people @ Dominos’, PR and Mumbrella.
How many pizze did this video sell? 11?
Well, as long as Dominos didn’t pay for that, ROI still is positive I guess…
“new recipe for Hawaiian pizza”
What? i’m pretty sure ham and pineapple on a pizza could not be made any differently
It’s not unique – we can all agree on that? Ok – move on…
Too many flash mobs now means it really needs to be something special to get passed on. I wouldn’t say this is a bad execution, but it’s nothing fantastic. I wouldn’t pass it on, but wouldn’t care if it was passed to me.
What the negative comments though do not take into consideration is that this is just a small part of an overall campaign – there are/will be other elements and so the true worth or effectiveness can’t be judged in isolation.
Having said all that, it’s still only a 5/10 for me.
Oh the poor agency who executed this for Dominos. Everyone i know who has worked with them say the same thing. Client from Hell.
People will pass it on and enter purely based on the fact they can win a trip – and from that perspective it will probably work well. It says that the campaign was launched today so in one day three hundred-odd views is not too bad.
I would be interested in seeing the results at the end of the campaign and will reserve my judgement until then as opposed to jumping on the bandwagon to slam someone else’s work.
Come on guys – when did we become such a miserable bunch of cynics in this industry?
To promote the Hawaiian pizza they wore grass skirts. I cannot wait for Domino’s to organise a flash mob for the meat supreme. Yummo.
or the Italian sausage
Yes, they need ways to stand out in latest pizza wars
Yo don ho, u miss my point. It might not win awards, but its doesn’t deserve all the raspberries!
Looks like there are two clear sides to this debate: Those who are offended by companies doing “flash mobs” (argument of semantics acknowledged); and those who are opposed to anonymous campaign pundits who are offended by flash mobs.
From a business objective perspective, I see the campaign as being measured in the net increase in contest entries and Facebook friend count per campaign dollar spent. I imagine alternative concepts could do better or worse. Time will tell, but I doubt the above critique is driven by any vested interest in knowing the answer.
Chad
Who often ponders working in an industry driven by criticism
Jesus people.
Even if you know that it’s not the best use of their money, and you’ve explained the reasons why, sometimes clients simply insist on a specific activity.
I wouldn’t be so quick to blame the PR agency without knowing the circumstances behind the strategy.
Did anyone join in that wasn’t part of the original crew?!
Hey Chad, jump down from that high-horse of yours, and ponder this for a moment – the business outcome as you see it is based on “net increase in contest entries” (not clear what the net increase is on top of) and “facebook friend count per campaign dollar spent”.
Really??!! You have drunk the social media kool-aid my friend.
How about selling some more pizzas as a business/campaign outcome? This stuff is so circular and self-fulfilling, and creates a lot of noise in the industry, but is a pimple on the ass of society in terms of its impact.
What the hell has happened to the art of marketing?
Don’t share stuff with your peers if its not compelling, or expect to be ridiculed. Now, Campaign Brief bloggers – they are a whole other level of nasty.
Now if they’d only given away some Hawaiian Pizza to the real people there watching!
I am not in “your industry” I am a client as it were.
And I have to say to all the you out there canning this…… where are the competitor marketing ???
I dont recall any other pizza advertising in recent times that dont tell me the toppings are better or bigger or crispier or the delivery boy is sexy.
Thats lame and monotonous.
From a consumers view and a (non food client), I watched it throughout and thought it was fun and will send it on to my network !!!!
Lighten up people you are all so anal.
Whether this could be judged successful depends entirely on the objectives of the client and the brief – neither of which I’m privy to.
As a media stunt to generate coverage flash mobs have to be truly groundbreaking to get traction these days – I’m thinking naked one-legged breakdancing badger posse groundbreaking…
To give decent ROI as an experiential campaign I reckon a flash mob has to be conducted somewhere that can genuinely impact on a seriously large swathe of the target audience – e.g. roll it out at Big Day Out in every State.
That said, most brand flash mobs weren’t all about generating PR or achieving experiential cut through in the first place – even the first ones out of the block like T-Mobile’s Life’s for Sharing were filmed for a TV ad.
T-Mobile generated viral traction because it was amongst the first, very well filmed (what ad agencies do well), seeded and it was backed by TV distribution dollars.
Domino’s Hawaiian certainly isn’t unique and I’m doubtful it will set the news agenda on fire but I doubt the client and the agencies involved expect it to.
It’s got a well thought through and relevant engagement mechanic through the win a holiday element that takes it a step or two above the average Facebook brand offering.
If the brief was to generate some buzz amongst the Domino’s Facebook community, capture some more members and create an above average social media campaign I reckon it delivers.
If they have loftier ambitions I’d be ‘managing expectations’.
Hi Chad’s a Tool,
First of all, I never thought I would start a response with that. Thank you for the opportunity. 🙂
Totally agree, everything comes back to increased revenue and/or decreased cost, which with the right mix results in profit. To do that, companies sell product. To do that, they may have opportunities in the digital space. We could make assumptions that increased Facebook count of the appropriate user could increase sales potential. But that is just an assumption. As is our Kool aid consumption habits. 😉
Chad
I think it works well. And is something DIFFERENT than a normal marketing exercise.
that’s the point Chad, there is no proven link between facebook followers and increased sales – and which comes first? we do know that facebook ad click-through rates are less than 2 in 10,000 so facebook as an advertising medium is pretty much screwed.
do people want to follow brands on facebook and have conversations with brands and engage with brands? yes if the brand is lady gaga, maybe if the brand is something high involvement like a car, not if it’s low involvement like a pizza.
in the case of the pizza, get it to my house hot and cheap and leave it at that, nothing more to say or do.
Its interesting to read comments from people who dont like the flash mob to actually write a comment about the flash mobs. It would be good if there was a twist to the flash mob. That would take the concept to the next level. Now I will let the creatives to think of that one and see what they can do….
Will there be a unit at University for Marketing called “Marketing – The flash mob way?
In the meantime whilst the shop assistants were watching the flash mob. There was another flash mob shopstealing….
Hendra may be spread by flashmobs not bats – study.
@theworstofperth Twitter
Hi Chad’s playing with his tool,
Thanks for the response! It’s good to know your flash mob angst aligns with your Facebook frustration. 🙂
Not sure if I would say there is no proven link between facebook fans and sales. I suspect some commercial entity has posted a deal in Facebook at some point and had a percentage of their fans take a call to action to purchase that they would not otherwise have accessed. Just a guess.
Still, totally agree with the unreferenced statistic about Facebook advertising. People don’t come to FB to click on banners and ads.
Cool that you don’t follow pizza brands on FB. Some do, though (more now than before the flash mob, I suspect 😉 ). And of those that do, there are a percentage who will pass the message on.
I did a side project for my Masters a while back, where I was seeing between 37% to 42% of people forward on a campaign via FB with 8% conversions on those referrals. You can read more here (although the post highlights email submissions rather than FB): http://www.renando.com/blog/in.....ase-study/ .
Chad
who is going to “like” Bunnings on FB so he can learn more about tools
Chad I respect your (somewhat naive) enthusiasm for all things social, including these interminable flash mobs. In my opinion they are cheap stunts masquerading as marketing when a client lacks the budget or balls to do something properly (that is, take a message and get it in front of as many people as possible so they can act on it).
Old Spice is a great example, which I’m sure you bang on about in your blog. But what most of the social media maniacs fail to disclose is that the Old Spice campaign was launched with a very heavy paid television blitz before it went “viral”. Plus the creative was awesome. Both these things help.
Also, see elsewhere on mumbrella the much more effective campaign Eagle Boys are undertaking while Dominos screws around with low-rent flash mobs. Eagle Boys have brought a product benefit AND a negative competitive positioning against Dominos to the table, in one clever campaign idea. This is real marketing work.
To your point about my unreferenced Facebook claim, here’s a link:
http://adcontrarian.blogspot.c.....-ever.html
Spend some time on that site, you’ll also find some excellent, well-researched material about social media’s massive failure for Pepsi (the opposite of what the true social believers will tell you).
Oh and I read your case study and the “campaign” you refer to is research, not exactly a robust commercial undertaking where you had to sell stuff. But yeah, Facebook as a coupon/offer/promotion pass-on media, sure why not. But it will never replace proper work out there in the real world promoting real products to real people who buy stuff with real money.
Sorry guys, I couldn’t resist contributing to the Chad hate thread.
‘Chad is a tool’ you are hilarious and I want to marry you. Please continue to entertain me at work by commenting on threads all the time.
Hi person obsessed with Chad’s tools,
Not sure where you pick up on my enthusiasm for all things social or thoughts on kool aid or drums. Pretty critical of it in general, but it serves a purpose, like inane and narcissistic posts, poor commercial expressions, non-commercial personality tests and assorted contests. Anything else, it’s mixed.
Eagle boys, been done before, feels petty, not convinced on how “effective” it will be, be interesting to see if they get any traction from it, doubtful myself.
You’ve been entertaining.
Chad
@39 Chad&cetera.
That’s the Hendra talking.
Pretty dull and hardly newsworthy