The following is a Sociallybuzz case study that used social media and traditional marketing to activate the full potential of all relevant social media networks and communication channels to build the most comprehensive social media presence and community for 48 local Domino’s Pizza locations.

1. SOCIAL MEDIA + TRADITIONAL MEDIA
MARKETING – CASE STUDY
LOCAL DOMINO’S PIZZA

2. Objective
To develop an effective social media
presence for 48 local Domino’s Pizza
locations along with creative
engagement to increase the
communication and awareness of
each Domino’s Pizza store within their
own specific market and community.

3. Challenge
These locations had no prior social
media presence.

4. Social Development
• Launched 48 Domino’s Pizza fan pages
• Launched four Twitter pages (one for
each market)
• Unlocked all 48 locations on Foursquare
• Unlocked all 48 locations on Yelp
• Unlocked all 48 locations on Urbanspoon
• Claimed all 48 locations on Google
Places
• Built custom campaign microsite
*The purpose of the efforts was to engage with consumers on platforms that
they frequent the most.

5. Traditional Marketing
• Billboard
• Direct mail
• Radio advertising on-air and online
• Buzz badges — custom in-store social
awareness
• Fliers

6. Execution
Both social and traditional marketing
components had detailed connections
that drove consumers directly to a store.
We did not want to lose anyone at any
point during the execution of the
campaign. All Facebook fan pages had
custom welcome applications that
consumers had to “like” to get access to
the coupon, which was also hosted on
the sweepstakes microsite. After
participants provided their information to
download the coupon, they had to
redeem it at the store.

7. Execution
A loyalty special was launched on
Foursquare, which required the consumer
to go to the store to unlock the special.
Yelp, Urbanspoon and Google Places’
role was to reinforce the connection
between stores and consumers as well as
provide accurate information and eye-
catching food photos.

8. Execution
The traditional marketing mediums
encouraged consumers to visit the
microsite to enter a contest by entering
specific information about themselves as
well as “liking” their local fan page and
tweeting out a custom message that led
their followers back to the website.
Awareness products were set up at each
location to remind walk-up customers
that they can connect with their favorite
store online and use Foursquare to unlock
a special instantly.

9. Success Metrics
An exceptional effective social media
presence and community was
created for all 48 Domino’s Pizza
locations. Their social media presence
was extended beyond Facebook and
Twitter to Yelp, Foursqaure,
Urbanspoon and Google Places. A 360
social media growth was created
using a build, engage and grow
methodology.

10. Lesson
It’s now more important than ever to
bridge the gap between online and
offline mediums to not only run successful
campaigns but to continue engaging
consumers in multiple ways. This will reap
loyal consumers, responsive local
supporters and the growth of business.

11. What We Do!
We help locally & corporate owned businesses, franchises, restaurants, nightclubs, bars,
stores and brands connect to the customers and communities that matters the most for the
growth of their business by harnessing the power of social media to:
• Drive local customers through the doors
• Build creative and dynamic visual branding
• Publish local information, Coupons and Promotion
• Increase and maximize ROI
• Create and Market community involvement events and activities
• Build relationship with your customer base
• Local brand awareness
• Direct customer to brand response and dialogue
• Reputation management
• Loyalty tracking
• Increase sales
Sociallybuzz will increase the communication and the awareness of your business within
your own specific market and community.
Contact us to learn more about our Social Media Services
888.354.1867 | info@sociallybuzz.com |www.Sociallybuzz.com