Domino's Recipe For Brand Redirection

domino’s pizza has launched an interesting new contest on facebook and at their website. “show us your pizza” asks each customer to photograph his/her pizza and submit the image(s) for the chance to win a $500 reward and feature in advertising. they’ve even lowered pricing to ensure high participation. why did they do this? the company’s executives sought a quick, unfettered view into how their product really looks upon delivery. they wanted an opportunity to redirect their brand image and to sharpen execution. watch below for a video on the process.