Domino's, Spotify and Australia Post talk digital at ad:tech Sydney 2013

John Davidson

ad:tech 2013, held in Sydney, Australia, was an event devoted to digital marketing and the current technological trends that digital marketers need to be aware of. The conference was especially focused on the topics of social media, data, content creation, innovation and how traditional brands can evolve and stay relevant in the technology-focused, digitally led world.

Showing the face behind the logo

ad:tech 2013 opened with a keynote presentation from Ramon DeLeon, the marketer behind six franchised Domino's Pizza stores in Chicago. A social media pioneer and evangelist, DeLeon spoke passionately about how social media can be leveraged to build consumer relationships and find a way into the hearts of customers.

DeLeon has used mediums like Twitter, YouTube and Facebook, to extend his brand's reach and get people talking. One occasion involved filming a Domino's employee delivering a pizza in the middle of a blizzard – one of the worst Chicago had ever experienced. Another that created buzz was through a tweet that said 'Who would buy 11 pizzas for $11?'. DeLeon said he believed marketers must do what's different and show their customers the face, the personality, behind the brand.