F'd Ad Fridays: Domino's gets bitchy on Twitter

Is this for real? I found it on Happy Place.

(Update: The Twitter handle is fake)

Then there's this:

Crappy pizza ad really speaks to its daytime target market

Which, of course, is unemployed young people lying around the house all day who suddenly get an overwhelming attack of the munchies:

Via imgur

If real, this is hilarious. It reminds me of a guy I knew in the early '90s, who would delivery pizza with "extra oregano" if you asked for him by name.

Bogusky turns his back on the bogus adworld

AdFreak this morning had an article about the other shoe the entire ad industry was waiting to hear drop: What will Alex Bogusky do next?

The former "Elvis of Advertising" is the creative mind behind some of the most outrageous (and wickedly effective) campaigns for Crispin Porter + Bogusky clients like Virgin Airlines, Burger King and Domino's Pizza.

But, as is detailed in this excruciatingly overwritten Fast Company interview, the man who did so much for fast food found that his conscience had caught up with him. He actually hated the industrialization of food. He was anti-GMO. And he gave up eating meat. He even wrote a portion-control diet book critical of "corporate food" interests. So much for the King.

So Bogusky quit CP+B, and advertising altogether. Then he launched "Fearless Revolution". It's a stripped-down activist organization hell-bent of helping consumers gather their forces to fight back against the consumerism that is consuming their lives.

From the site:

Something is definitely happening in our culture.
We think it's a new consumer revolution.

The fact is we all consume to live. The food we put in our bodies, the clothes we put on our backs, the devices we use to do our jobs, and the energy that goes into everything we touch. Together we consume A LOT. Yet our expectations are too low. We think we have to accept the bad that comes with the good. The pollution that comes with the energy. The unsafe working conditions that come with low prices. The toxic materials that come with convenient packaging.

We can do better. Wanting stuff isn't going to change. So maybe it's time to want more – more from ourselves and more from the people who make our stuff. 

The duties of citizen and consumer are colliding.

To be a concerned citizen requires that we become concerned consumers because the reality is, corporations will impact our future as much as governments will. Voting beyond the ballot box with our purchasing power is rapidly becoming a powerful individual tool in the democratic experience.

That's right, kids. Adweek's Creative Director of the Decade is now the anti-adman.

From this:



To this:



And I think that's a good thing.

Help me do my Social Media homework

Over the past few months, I've been working on building a network of interested colleagues, competitors, clients, friends, and curious onlookers. Now let's see what this sucker can do.

I am preparing a presentation for a public transit conference. My proposed topic is "Rider Relations 2.0". Basically, I would like to talk to them about the big opportunities for building a more responsive, transparent, and human connection with their customers using Social Media and other interactive channels.

I think the timing is right for public sector organizations, like transit commissions, to start to engage their customers in a conversation about service changes, complaints, concerns, and kudos.

For example, The Globe and Mail recently published an article about how the Toronto Transit Commission "is turning to the private sector for advice on charming customers after a fare increase and last fall's token shortage helped spur nearly a 20-per-cent increase in complaints."

Being both a member of the private sector and of the Canadian Urban Transit Association, I feel a duty to offer some free advice. And seeing as this is pro-bono work, I'm not ashamed to ask for your help.

Basically, I want to lay out for the transit people how public relations disasters, many of which play out in social media, can be turned around using those same channels and attitudes. And I want to use recent private sector consumer marketing examples.



One recent one is Domino's Pizza, who took a beating after some apparent employees posted grossout videos (since deleted, but lives on here) of what they were doing to the food.

This was part of a general brand decline, where words like "cardboard crust" have become popular brand memes.

Did Domino's quietly improve its product? Lower prices and settle for being the 'za of last resort? No, they did market research to figure out how people really felt about their pizza, and launched a viral video telling people how their product had failed, and what they were doing to rectify it:



Still very corporate, but it's a start. Now they're showing up at the doors of people who complained in the past, offering them a sample, and recording their reactions.

What's innovative about this approach is not the media, but the attitude. Brands have been treated like sacred cows by their owners for years, and in the isolation of the boardroom they got arrogant. But times have changed.

The Bush-era posturing of admitting no wrong is over. With social media levelling the playing field between people, criticism is not something to be ignored, but embraced.

Domino's has gone so far as to embed a live Twitterfeed on their campaign site. As of this writing, it includes a range of comments from "The new dominos pizza crust is crack! So delicious" to "Just had dominos new pizza, tasted like I ate 3 cloves of garlic." and "Dominos new pizza recipe is to dip the entire pizza in butter".

So, do you think a transit system can adopt this kind of gutsy strategy? To say "sorry about the fair hikes/strike/rude driver/crowded busses" or whatever, then engage riders in an ongoing conversation about what's being done to fix the problem?

Over the years, I've met many of the people behind public services at all levels of government, and for all the public cynicism aimed at them, you can always find some who are true believers in the good that they are doing. If the culture of these institutions could just evolve to a position of "we're working for you, and we'll work with you to make this as decent as possible" — instead of having a deathly fear of criticism — I think they could make real progress.

So here's my homework for you: if you know of any other good examples of brands breaking down the walls, admitting fault, and trying to make good in an authentic and transparent way, please either comment here, or on whatever channel you use to access this blog. If all goes well, I'll post video of my presentation in May, so we can all share in the results.

Thanks!