But at 3:32 pm that very afternoon, the first text messages began beeping their arrival on the CEO’s mobile phone. This was fast turning into every CEO’s biggest nightmare – in just eight hours Domino’s Pizza had become a ticking brand bomb.
With the help of Twitter, millions of viewers were drawn to the YouTube clip – knocking Susan Boyle’s unlikely Britain’s Got Talent performance off its perch. If we were looking back to 1980, 1990 or perhaps even 2000, this wouldn’t have happened. In the days of old-fashioned journalistic practice, the victim (for want of a better word) would have some sort of prior warning of their impending outing.
Perhaps more importantly; how do we explain the imbalance between those marketers that spend hundreds of thousands failing in their quest to ignite a humungous virus, and those that least want this type of publicity yet fall victim to the virus nonetheless? Here we are in the 21st Century running ordinary TV commercials on websites, hoping word of mouth is going to spread them in the same way the unlikely songbird Susan Boyle sprang to fame.
It is a common misunderstanding that TV advertising can’t be distributed online with excellent results, extending reach and adding interactive opportunities – but the mechanics of distributing such video content is very different from that of a viral campaign. The perfect match of brand choice with a concept representing provocative (and attention-grabbing) values helped to add another edge to Diesel among probably the most hyper critical audience of them all.
As Mads Holmen from GoViral says, ‘distributing commercial or viral videos requires much more than simply uploading them to YouTube – 90,000 people are doing that every single day. Achieving the right distribution for your video requires a mix of solid media planning and the application of technology as the facilitator that makes it possible. To go back to the beginning of the story, imagine if the wayward Domino’s Pizza video had carried a positive message for the brand. If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning solution for you.
Brand Education is a core competency of The Blake Project, the brand consultancy behind Branding Strategy Insider.
Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. Subscribe to Branding Strategy Insider Now and get regular updates and two FREE Chapters of Brad VanAuken's best selling book Brand Aid direct to your inbox. BuzzMachineJeff Jarvis is associate professor & director of the interactive journalism program at the City University New York. Contagious MagazineGlobal intelligence resource identifying the ideas, trends and innovations behind the world’s most revolutionary marketing strategies. With all the competition of posts and tweets, how can you cut through the noise and be noticed? Let me ask you this: How often do you pick up a book and look inside it’s covers because the title intrigued you?
Branding Chloe Chloe Scheller is a PR Professional with expertise in reputation management, media relations and brand positioning. The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. Celebrity branding is a method of advertising which uses the services of a celeb to promote a product or service with the help of their fame and status in the society. Banner advertising on CMather Web Development is a great way to reach your target audience and promote your product, service or message online.
Founded in 1991, Denmark-based Designit is privately held and delivers transformative product-service experiences for brands in healthcare, telecom, banking, automotive, and retail sectors. Grand Productions celebrities - Grand Productions is a full service celebrity booking agency promoting famous celebrities. Our Client is a NYC based media technology firm that is changing the way the world buys media.
Kola Soul surfaces with a new record for the valentine titled “Tease Me Kiss Me”. The Gray Jones produced record is one for the lovers.
Social media marketing.Whether you’re a small one-person shop or a large government agency,solvency and the future of your business rely on you standing out in a competitive marketplace.

Making a creative, captivating and innovative video that goes viral is become increasingly difficult in todays social media savvy climate. Having worked in two of London’s top creative agency’s and creating two successful television series for both BBC and SKY, Gary has an in- depth understanding of everything from print to production and pulls on all his production knowledge to create multifaceted creative campaigns push brands that people adore.
It seemed that two employees in Conover, North Carolina had been larking about in a Domino’s Pizza kitchen. Not only were the mechanisms not in place for this kind of spread, but a well-planned PR crisis management strategy would be rolled out within days. And bearing the Domino’s case in mind, what can be done when one of those disastrous, unsolicited videos goes madly viral? Yet the very nature of the content leads these ads into the same trap as those old slide-show ads at the movies.
Like its counterpart on TV, ordinary video ads need to be extensively supported by paid media as a user’s engagement will be limited.
For advertisers working strategically with viral marketing it’s all about accountability and the right approach.
If the provocative content had been maintained, albeit with a positive spin on the message and the power of the active social media landscape instead had worked in favour of Dominos – the effect would have been huge. Join us for The Un-Conference: 360 Degrees of Brand Strategy for a Changing World, May 2-4, 2016 in San Diego, California.
As practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full potential of their brands. Army and Wyndham Worldwide are some of the organizations that have turned to The Blake Project for help in meeting learning objectives.
We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers.
I found the information to be incredibly valuable and relevant to just about anyone who writes. Her personal interests include nonprofits, lifestyle brands, outdoor sports, health and fitness. I'm Britain-born, Wisconsin-bred and now, after giving away all my belongings (besides what could fit into my nifty RAV4) and 1,358 mile drive, I am residing in the great state of Texas. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this. Whether you’re a small business or a corporation, we can provide targeted banner impressions to your website!
Her book is based on the Lean StartupTM  principles and is titled; Lean Branding (Lean (O’Reilly)). Our Client's managed media services team utilizes powerful data and cross-media technology solutions to deliver the best results for agencies and advertisers. However, one forward-thinking company has stepped up to help you in your quest for viral success and paves the way to social media superstardom. In order to post comments, please make sure JavaScript and Cookies are enabled, and reload the page.
Domino’s Pizza was struck down by a potentially fatal viral blow, the brand was now on everyone’s lips, and the taste was bitter.  A negative viral experience on the internet, on a grand scale, had left Domino’s Pizza seriously wounded.
Google, for example, offers an ‘Alerts’ service, free of charge.  You simply type in your brand name, and Google will ‘Alert’ you whenever your name comes up – be it in a chat room, a bulletin board, a blog or an online newspaper. They are the seeding experts behind some of the world’s most successful viral campaigns and count big-name brands like Nissan, HP and adidas among their client list. The real strength of the internet is when brands dare to be different and produce ads that work as content in a social context. None of these videos would make their way into conventional television advertising, yet the brands behind them dared to stand out and be different and for that they were awarded with a lot of ‘free mileage’.
Launch a traditional ad with all the product and brand info your objectives require and people will watch but rarely help. Distributing online video successfully requires the ability to engage a core audience in a timely fashion and doing this on a large scale – by reaching out to hundreds of blogs, communities and contextual websites.

Then add professional distribution behind the message and it could have reached all corners of the web, creating a lasting presence and impact for the brand.
A fun, competitive-learning experience reserved for 50 marketing oriented leaders and professionals.
BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world. Visa has given the most ground this time - but we need to avoid setting a dangerous and potentially costly precedent. I may head to a bookstore to find one book and find myself pouring over ten others because the titles or graphics caught my eye. Uberflip did a great job in really simplifying and defining the key aspects of writing a great headline. Here is my life's journey (or at least the last year of it.) Oh, and I like all things branding, if you couldn't tell.
At first blush, you’d imagine that the offending clip was filmed and uploaded on the very day when all hell broke loose.
Had Dominos monitored the situation, they could have bought an extra day or two, allowing them to put out the fire before it began raging.
We are discussing what engages users and turns them in to willing brand advocates for a commercial message. Launch something different and chances are they will come to your aid, like with the classic Dove ‘real beauty’ video or Quicksilver’s explosion. In the same way that online video has become a ticking time bomb for brands that don’t attend to the dialogue, it can also be used to signal positive change to a company’s marketing profile. This may go some way into explaining why Domino’s Pizza’s 48- hour wait to launch its counter-attack seemed far too late.
With the support of The Viral Factory in London, Diesel created a viral video based on a combination of cartoon-like-drawings layered on top of 70s porn movies. Quiksilver can get away with it too, because ‘explosive’ is what they do well – it’s a core value match. The essence of a book’s true success comes down to how well you distribute the book to opinion leaders. Such change is occurring every day on the user side as a rapidly growing audience choose to watch their video content online. Providing interesting content will help you build a reputation as a source for information, which means it is more likely to be shared and more likely to grow loyal readers. The damage had already spread across the world and almost immediately it cost the Domino’s Pizza chain millions of dollars.
Chances are that video was shot weeks before, and it had been up on YouTube for days, and no one at the pizza chain knew about it. Many viral videos make spectacular viewing this way, but remember that reaching a smaller targeted audience with a valuable message can be worth just as much to a brand.  There’s no point in echoing another well-worn phrase – the operation was successful but the patient died! If you manage to get the book in the hands of the world’s 100 most influential people there’s a great chance they’ll tell their friends – and thus hit another 1000 – and another 10,000.
It’s essential that you get a serious grip around what your time bomb contains and how to get it out there. In publishing, this concept is called loudmouths – and is all about sending review copies to the chosen few, hoping to create a true snowball effect. By the week’s end, the share price had dropped by 9.6 per cent, equivalent to $ 4,073 million.

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