While it may seem like some as an excuse for lazy puns, Domino’s Pizza’s annual results make for some ch-easy listening for shareholders. An excitable article from Marketing credits social media as a key driver for a 29% surge in pre-tax profits – and that’s serious dough.
The chain’s Foursquare efforts appear to be responsible for this mushrooming in sales, with the program, launched in May, named as a factor in the financial results, even though other digital channels now pepper Domino’s trading, with digital up to 32.7% of overall sales.
So what’s so great about Domino’s social capers? As illustrated, users who become mayor of a Domino’s outlet can benefit to the tuna of one free pizza per week. Of course, there’s nothing to stop you checking in each time you duck past an outlet on the way to the station or wherever, but that’s another article.However, despite the obvious flaws, the campaign is no turkey. Domino’s also benefited from a sponsorship of this year’s Britian’s Got Talent iPhone app, which contained banners and an embedded ordering facility.
So is Foursquare the nuts when it comes to local marketing, or is it just chewing on the crust of engagement that will only be driven by a big player like Facebook whenever they sort out their Geolocation product? Veal see…
Posted by Tim Dunn 
