A Photo Contest That Works

It seems like at some point, in every social media brainstorming session I have ever been a part of, the idea of a consumer photo contest comes up.  Rarely is it an idea that actually makes sense.

Domino’s Pizza has recently launched a contest asking consumers to take photos of… their pizzas?  Yes.  It seems a little weird, but I think it might actually work.

Why?  A few reasons:

  1. People like to take photos of food – myself included.  Next time you’re on Twitter, keep an eye out for how many TwitPics have something to do with food.
  2. The contest is integrated with the messaging objective – The smart element that Domino’s added into this contest is that the low-resolution photos and bad lighting of the photos is embraced and enhances the promotion.  Domino’s wanted to appeal to consumer appetites by showing them how delicious their REAL pizzas look.
  3. Realistic prizes – sure Domino’s could have offered more than $500 bucks for a prize, but then that might actually influence fewer consumers to participate.  Consumers are more cynical than ever and if the prizes are too good, I believe that it actually stimulate LESS participation.  It’s counter-intuitive, but think about it.
  4. It influences a sale – If you want to participate, you gotta buy a pizza!  Online social media is great, but it’s all about influencing the offline activity.

Here’s the video and the website.


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