Since 1960, Domino’s Pizza has been a leader in franchising the pizza delivery business. From its beginning as a single store in Ypsilanti, Michigan, improvement has been an integral part of the Domino’s Pizza mission. With over 8,000 stores worldwide, the company strives to put its customers first.
In 2007, Domino’s introduced Cheesy Garlic Bread Pizza. Domino’s Pizza approached MultiVu, PR Newswire’s broadcast and multimedia company, to assist with the announcement of the new product. MultiVu created a Multimedia News Release (MNR), which was used to promote not only the product, but also the television commercial created specifically for the national release.
To raise awareness of the Cheesy Garlic Bread Pizza by targeting the TV and online audiences simultaneously, as well as drawing customers to the updated Domino’s website.
Domino’s target audiences were broadcast, print, and online media, in addition to consumer audiences.
MultiVu recommended using an MNR to promote the Cheesy Garlic Bread Pizza because the MNR could incorporate text, videos, several screen shots, and social media links. MultiVu incorporated the television commercial into the MNR so online audiences could view the entire 30 second advertisement from their desktops or handheld devices. One of the screen shots featured a frame from the commercial that displayed guys with larger-than-life facial features illustrating the sensory experience offered by the new pizza. Subsequent screen shots displayed the website locations where customers could “star” in the commercial by adding a personal photo and exaggerate their own facial features. Customers were also directed to areas of the website where they could download free music.
The MNR described the interactivity of Domino’s website, which includes the...