Domino’s latest free pizza campaign leaves a bitter taste
Giving anything away is going to get attention, and when that something is a pizza, expect a response. Unfortunately Domino’s wasn’t quite prepared for the response it got for its latest marketing campaign to push its new premium quality range.
The pizza chain has one million Facebook fans and when it told them if they visited the page at 4:00pm, they could enter their details for a chance to win one of 10,001 pizzas, they did. The resulting scramble pushed the application to breaking point, leaving their fans disgruntled rather than grateful.
One Facebook user wrote: “I’ve been online refreshing your free pizza page since 4 p.m. and receiving dead pages until now it has disappeared altogether. This is akin to false advertising. All goodwill towards your company is now GONE and I will be shopping with your competition.”
“Load of rubbish. Tried numerous times, finally got a code then minimum spend was $22 (even when I selected pickup)! This wasn’t stated so please tell us this in future,” said another frustrated customer.
Domino’s says that despite more than 100,000 people logging on in the space of 90 minutes, almost a third of those people who received a voucher have already received a free premium pizza.