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Domino’s overcooks social media campaign, provoking backlash: “Dumb Dumb Dumb!!!”

Monday, 11 March 2013 | By Cara Waters

Domino’s has got a nasty reception on social media after running a week-long teaser campaign for a “game changing” announcement which was to be the “biggest in 20 years”.


When the announcement ended up being a new range of pizza with different toppings Domino’s Australian customers lashed out at the pizza chain on Facebook and Twitter.


“Can I have a cup of whoopdidoo... Most overhyped announcement in 20 years,” one user posted on the pizza chain’s Facebook page.


“Making square pizzas with nicer toppings certainly isn’t worth the hype. I can’t believe that Domino’s think this advertising is going to win them any new customers!!! Dumb Dumb Dumb!!!,” another posted.


While on Twitter, one user wrote, “Thanks Domino’s. You just blue balls’d an entire country.”


The negative response follows uproar on social media over campaigns by supermarket Coles and retailer Cotton On.


Domino’s said in a statement the pizza chain had received some negative feedback on social media along with a number of comments on its Facebook page suggesting it has hidden negative feedback.


“This is not the case and we relish all feedback,” the spokesperson said.


“We encourage our fans and followers to leave feedback on all social media forums including Twitter, Facebook and YouTube and believe in the importance of empowering our fans and followers.”


The spokesperson said Domino’s uses the comments to improve its service offering.


“The majority of comments left on forums last night were from fans that are yet to try the new range for themselves,” the spokesperson said.


“Today, we plan to contact a number of our Facebook fans who left negative feedback last night and encourage them to sample the new range and see firsthand why in fact it is a game-changing initiative.”


Michael Simonetti, founder and director of digital agency Andmine, told SmartCompany businesses should try to under-promise and over-deliver in digital.


“It’s a lot more transparent these days and consumers are more savvy and critical of businesses marketing, and because they have a voice in social media, they can rapidly comment,” he says.


“Both small and large companies need to be very careful about the promises they make.”




Simonetti advises against “promising the world” and then failing to deliver and says it all comes down to honesty.


“Be honest; it’s pretty simple. If you do have something great and new then launch it with honesty, over-hyping things doesn’t work,” he says.


But Simonetti says there is still room in social media and advertising for teaser campaigns, the campaign just has to deliver.


“If you promise something game-changing and you want to tease about that, you can do that; but it does actually have to change the landscape or change the product so that people do experience something new,” he says.


This story first appeared on SmartCompany.