Domino's franchisees have a new social media-induced headache thanks to an initiative from the corporate headquarters.
The pizza chain changed its name from Domino's Pizza to Domino's in 2012 because -- as it insists -- the brand is about so much more than pizza. To make sure that franchisees fall in line with the new naming, the company is asking fans to upload photos to Instagram that depict storefronts that are still sporting the old logo. The stores are run by franchisees, but some are also corporate-owned.
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If you upload one such photo and use the hashtags #LogoInformants and #Sweeps before April 27, you'll be eligible to win free pizza for a year or a $10 Domino's gift card. The rules specify that Domino's has the right to refuse your entry if it thinks your photo is has been tampered with.
It's not clear what repercussions the franchisees with old signs will face. The campaign, by Crispin Porter + Bogusky, accomplishes a dual mission: making sure the name update is consistent across all its stores and publicizing the name change via social media (all for the cost of $10,000 in gift cards and five commitments of free pizza for a year).
The campaign is the latest turnaround effort from Crispin, which has shepherded the brand from its 2009 nadir, in which a YouTube video showing an employee putting boogers in a pizza went viral, to a subsequent five-year-plus sales increase.