Another CP+B Home Run. Domino's 'Pizza Holdouts' Launches Ultimate Personalized Campaign... and Profits Double.

Brilliant.

As part of Domino's ongoing reinvention campaign, Crispin Porter + Bogusky developed a new website that showcases an effort to target three individuals known to be "pizza holdouts" - people who hadn't yet tried Domino's new pizzas.

 Built on the concept of there are only a "handful" of people that haven't tried the new Domino's Pizza. They came to find three of them and the website and ads show how Domino's pulled out all the stops to bring pizza holdouts Bill Johnson, Charlie Tames and Scott Shoyer into the fold. If it is all true... what an effort.

The campaign has got it all. Facebook (462,000+ fans) and Twitter (12,300+ followers). But best of all your chance to become a "Taste Bud Bounty Hunter".

Oh yes about those profits, curious customers trying out the new pizza taste helped quarterly profits more than double to $23.6 million.

 Scott Shoyer - "Domino's Holdout"

:30 Second Spot - Scott Shoyer



Campaign Credits:

Agency: Crispin Porter + Bogusky, Boulder/Miami
Co-Executive Creative Directors: Rob Reilly, Andrew Keller
Group Creative Director: Tony Calcao
Creative Director: Craig Miller
Associate Creative Director: John Kieselhorst
Art Director: Kat Dudkiewicz
Copywriter: Ryan Raab
Integrated Producer: Sloan Schroeder