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Domino's Pizza + Ben & Jerry: cleverly using the online communities (Paris, France)
Par Vaness dans THANKS GOD, I WAS THERE! le 10 Août 2009 à 08:52
On July, 5th, Domino's Pizza and Ben & Jerry invited 50 of their fans to a picnic in the French countryside near Paris.
That event is the result of the brands cleverly using the online communities. We know that brands have invaded the online communities like Facebook and try to use them to create a closest link with their audience. However not every brand knows how to successfully deals with this online tool. You my have heard about French energy brand Veolia and its failure on Facebook (French language article)? Deciding to have a social media strategy means being active and control your image on those networks as you would do with any other communication tool.
I find the Domino's Pizza and Ben & Jerry's brand initiative a good way to make the most of the social media. First, out of the 20 000 Facebook fans, only 50 had the chance to win an invitation to the "Pique-Nique des Familles", gripping that way the attention of all the 20 000 fans! Second, turning the online community into a real one enables the brand to embody for real. Last, this was the opportunity for Domino's Pizza to make these fans taste and test their brand-new products!
To me, such a brand inititiative is a simple and clever use of the social media for brands.
Agency: Tribeca, Paris.
Source: http://www.marketing-alternatif.com/ / http://www.benjerry.fr/blog/
Tags : online, brand, domino, pizza, fans
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I'm a French girl in her thirties, having lived in Sydney, Australia, and Copenhagen, Denmark, those last years now back home.
During four years, I've worked as a Project Manager & Consultant in Corporate Branding in a leading branding & design agency. I was part of a fantastic team dedicated to the AIR FRANCE KLM brand. That's where I've done my basic training. That's where I've begun working with passion.
Living abroad and meeting creative professionals from the whole world through the Creative Professionals Worldwide club I set up, my eyes wide-opened, passion has continued to grow unceasingly.I'm living in this industry, but this industry is also living in me: more than ever curiosity has become my key feature. The whole world around us is inspiring: just stop middle of the street, look around, observe the people, the billboards, the newspapers, the objects and start making connexions between things, start being creative. I can't help doing so. That's why I've become such a blogger.
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