Domino's UK: How participation branding delivered greatness
David McNamara
Campaign details
Brand owner: The Domino's Pizza Group Lead agency: irisContributing agency: Arena MediaBrand: Domino's (UK)Country: United KingdomIndustry: Fast food, takeaway outletsChannels used: Earned media, buzz, Games and competitions, Social media Media budget: 500k - 1 million
Executive summary
This paper is about how Domino's Pizza UK realized its participation-brand potential while operating at the speed of modern-day culture.
The company faced increased competition and decreasing loyalty, with brand preference at a new low of 31%,...