IDG Contributor Network: Domino’s tweet-to-eat campaign is sneaky social media at its best

When the Domino’s pizza chain announced on Wednesday (May 20) that it can now take pizza orders via Twitter, it was part of the chain’s buy-anywhere-anyhow campaign. The rationale is that customers can stay within whatever media form they are using — social media, mobile, desktop, Apple Watch, etc. — and order a pizza without having to switch media.

That’s all true, but ordering a pizza via Twitter isn’t faster or more convenient than submitting the same entry through Domino’s mobile app. But it does have one huge advantage — enjoyed almost entirely by Domino’s. When a consumer uses any of the other means of interacting with Domino’s, it’s private. But the very nature of a Twitter purchase is in-your-face public, with each purchase a public shout-out for the chain, encouraging all of that person’s followers to do the same.

To read this article in full or to leave a comment, please click here