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Domino's Bakes Up a Strategy

By: Susan Iskiwitch | 02/05/2009

A legal battle between brands has evolved into a social media marketing campaign that is benefitting Domino's Pizza. Domino's has, for a while, been airing commercials touting the fact that consumers prefer their oven-baked sandwiches over similar Subway products by a margin of 2-to-1. Evidently, Subway wasn't too pleased with these commercials and sent a cease and desist letter to the pizza chain.  

Domino's took this letter and utilized it in its latest marketing campaign that transcends from television to Web.

Visitors to Domino's Web site can "bake" the letter themselves, because, as Domino's has been saying for a while: "everything tastes better baked." Props to Domino's and their "people" for taking a black-and-white legal issue and turning it into a fun campaign.

Will Subway step it up and invite its customers to "throw a pie" (virtually of course) at Domino's? Only time will tell.

Until them, the notoriety of Domino's letter-baking campaign continues to grow as traffic continues to visit Domino's site. After all, who can resist the power of burning, I mean baking, a legal document?

Posted in Digital Communications, Public Relations, Reputation Management