View Larger ImageHow our coordinated social media campaign led to a partnership with Domino's Pizza 
By Bazaarvoice
They called it the "Pizza Turnaround." Last December, Domino's Pizza began a campaign that told the story of how negative feedback from customers and focus groups led the company to change its 50-year-old recipe. The campaign caught our attention at Bazaarvoice, because we study and champion the transformative power of negative reviews. Here was a company acting on feedback, doing what so many won't: embracing negative feedback as a tool to improve their core product line. The Bazaarvoice marketing team planned a taste test, pitting the new Domino's recipe against the brand's top two national competitors. We recognized that even if Domino's didn't win, they had a story worth sharing, as they'd demonstrated action and accountability to customer feedback. At the same time, if they did win, the story would be that much better! With the taste test finished and video complete, we formulated a social media strategy to distribute our fresh content as widely as possible. It was important that, while the pieces of the campaign naturally fit together to tell the larger overall story, each channel on its own served unique interests. The audience didn't need to experience every piece for our story to resonate (and hopefully, to reverberate across the social space).
Ultimately, the partnership with Domino's originated from our multichannel approach, which other companies can emulate:
Using our blog, a YouTube video, our corporate Twitter presence, our employee networks and Facebook, we caught the ear of Domino's execs. They spoke at our annual Summit, and eventually became the first quick-service restaurant in our community of 850 partner brands across 17 verticals. It all started with a well-executed, creative social media plan.
February 7th, 2010
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yes, tazita!a woman after my own heart....the ONE grievance i have - WHY dominos when you live in the pizza capital of the WORLD!!!?? shame on you!!!yes, my dearest. i am READY for some nae nae love!!!!! back late monday eve... can we play tuesday or wedn
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JimBJohnson:I’m a big fan of Dorian’s myself, mostly because it was my pizza place of choice in college.But yeah, Paul is right on with Nick’s. That place is fantastic (but holy crap, expensive).I’ve never tried Cosmo’s. Th
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Reviewed October 25, 2012 by Xannon
Your post inspired me to try the “new” Domino’s. While it was better than what I remember Domino’s to be like (years ago is the last time I’ve had it), I was generally underwhelmed. We got two medium pizzas with the marinar
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Reviewed October 23, 2012 by Jayne
– I’ve never had a problem at Cosmo’s but I only get pies to take out or go in and order to eat in after I arrive. The wait staff is typically indifferent and delivers perfunctory service but I dig the old jukebox consoles in the booths.
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Reviewed October 14, 2012 by Dilly
Wow, I looked up Domino’s Pizza review because I got bored. I didn’t know I would get such a detailed review on pizza…. Dude, its pizza every American likes it.. How could you tell that theres a hit of “fire” at the end in th
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Reviewed October 13, 2012 by Melissa
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