To promote a million seat fare sale, Scandinavian Airlines via Crispin Porter Boglusky Stockholm ran a competition on Facebook where SAS fans could grab a free trip. All the fans had to do was make their profile pic into a custom made Up For Grabs image and simply post a matching image where they grab the trip on the SAS Facebook wall.
The campaign was against the Facebook promotional terms & conditions, so eventually it was shut down. But not before a winner was chosen!
Here is a truly new age way of addressing custom needs of existing and prospective customers in real time by harnessing twitter!
This campaign was produced by Crispin Porter + Bogusky for Best Buy and has won a Gold Clio in the Interactive category.
Domino’s campaign against consumers who cannot stand its pizza continues. Crispin Porter + Bogusky is back with a new facet of the “New Pizza” campaign. The brand sets out to harass three poor unsuspecting souls who have been ratted out as not eating Domino’s.
The premise is that “only a handful” of people have not tried the new pizza recipe Domino’s came out with.
The mechanism is simple and slightly mean in a way that makes people watch. Identify the “holdout”. Make their resistance a story. Then recruit their friends as the distribution layer, so the campaign spreads through personal networks instead of brand channels alone.
In US quick-service marketing, “get them to try it once” is often the hardest job, because taste perceptions and jokes about quality can become cultural default settings.
This works because the tension is real. People do have strong opinions about Domino’s. Making the holdout visible creates social pressure, but the campaign balances that pressure by offering an easy way out. Try the new recipe. Join the conversation. Stop being the exception.
This is not a love-brand play. It is a credibility reset. Domino’s wants lapsed and sceptical customers to re-test the product, so the “new recipe” can replace the old mental model.
After this, Domino’s reported doubling its profits last quarter to $23.6 million.
So do you know a pizza holdout? Find out how to become a Taste Bud Bounty Hunter at www.PizzaHoldouts.com
A campaign that targets people who still have not tried the “new” Domino’s recipe, using friends to identify them and turning first-trial into a playful hunt.
Social recruitment plus a role people can play. Friends “rat out” holdouts, and the brand reframes outreach as a bounty-hunt style participation story.
Because social pressure is more persuasive when it comes from someone you know. The message is carried by relationships, not just media.
Trial. The stunt is designed to force the first bite, not just generate views or talk.
If your growth problem is “first experience”, make the barrier explicit, recruit peer influence, and design a participation frame that points to the behaviour you want.
