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Ever-innovative Domino’s Pizza has today launched a campaign in Australia called “The Social Pizza”.

The brand will give its Facebook fans the power to create a new pizza, which in turn will be sold on its menu across the country.

For the next week, fans will vote on their favourite crust, sauce and ingredients, with the most popular selection each day added to the pizza. Then, people will be able to win $1,000 by naming the finished pizza.

This simple campaign ticks many boxes: leveraging an existing Facebook community of almost 500,000 in an engaging way, crowdsourcing, using social for R&D, giving fans ownership of the brand. The whole package.

Plus, this is a way to show a direct relationship between social engagement and ‘votes’ in a competition, to sales. It’s relatively easy (and low risk) for a company like Domino’s to do this, but it’s a lesson many others could learn from. 

Instead of getting your product team to create five choices for potential new products, get your customers to do it from the ground up. Sales of that product are inevitably going to be higher, since the demand is already there.

This isn’t the first time Domino’s has dipped its toes into customer-created ordering - which really, has been a standard service for the company for years but can now be framed differently to make it seem new and exciting. It’s also no stranger to crowdsourcing either.

In November, Domino’s released an iPad app in the US named Pizza Hero, which uses a game format that times how long it takes for you to virtually top a pizza, with points awarded for performance.

Once you've passed levels one through five, affectionately nicknamed Pizza School, other players will get a chance to rate your performance. Players can then, of course, order a real delivery through the app.

Plus, also in the US, the ‘Think Oven’ Facebook app allowed fans to suggest and influence ideas for how the brand functions. The ideas can cover any area of the business such as products, consumer interaction, online presence or quality of service.

Vikki Chowney

Published 19 March, 2012 by Vikki Chowney

Vikki is head of community at TMW. You can follow her on Twitter or Google+

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