The Digital Driver Behind Domino's Pizza Makeover

Geoffrey Precourt

When marketers realized that the internet had turned over control of their major brands to consumers, the assumption was that the good, the bad and the ugly would come into play.

And there were special times when an advertiser gets lucky. Witness the night when Comedy Central show The Colbert Report recognized a product makeover by Domino's Pizza with a quip from host Stephen Colbert: "Is that pizza or did an angel just give birth in my mouth?"

Stephen Colbert - Domino's

The remark went viral and, in doing so, all but completed an ambitious brand makeover, as Dennis Maloney, VP/multimedia marketing, told a morning audience at the 2011 Association of National Advertisers (ANA) Digital & Social Media Conference.