Word-of-Mouth Marketing

Brands constantly strive for a unique marketing angle to stand out from the crowd. Most of such marketing is "rooftop-shouting" and self-serving.

But then there are campaigns that solve a community problem and manage to garner genuine goodwill - all at the same time.

Case in point: Domino's "Paving for Pizza" initiative.

Several American cities have roads riddled with potholes - annoying street craters that pose as a hazard to pedestrians, cars... & vehicles carrying pizza.

Seeing this, Domino's asked its customers to vote for cities that needed pothole fixing.

For those that won, it arranged for steamrollers & trucks to fix the buggers up & picked up the bill.

And the punchline is that they plastered Domino's logo on top of the pothole with the slogan: "Oh yes we did".

Expensive? Oh yes.

But as more pothole banners were noticed by traffic & pedestrians, they earned a lot of word-of-mouth that boosted positive brand association.

Interesting strategy to say the least - identify a community issue that impacts your service, solve it & make it no secret that you're taking the credit.