In Domino’s Australia latest campaign, Pizza Mogul, customers can design pizza and upload their creations onto the companies online menu. Each “mogul”, or pizza creator, must then determine the best way to market their product. The more pizza they sell, the more money they make– typically between 25 cents and $4.25. Any percentage of these earnings can be donated to charity. Moguls sign up on pizzamogul.com.au and are encouraged to share their creations on their own social networks. It’s a very straightforward process that involves three steps: create your pizza, post it on the menu, and market it.
Why I am Curious:
Domino’s latest campaign shows the power of creating content as a brand and the appeal of crowdsourcing. Leveraging that, they have positioned themselves to boost their digital and social presence. Domino’s Australian chief executive, Don Meij, hopes that 30,000 people will sign up in the next six months. We’re excited to see if this campaign will get the attention they expect…especially since they’re spending $5 million. Regardless, they’ve created a winning formula by combing two things people love– pizza and making money.