Social Commerce

Baking Social into the Product: Dominos Pizza with Hatsune Miku [Video]

Yesterday, Dominos in Japan sold out of pizza, or rather pizza boxes.

Why?  Because a new ‘social’ promotion.  The new Dominos pizza box in Japan doubles up as a concert stage.  Point a smartphone at it, and one of Japan’s biggest stars Hatsune Miku plays a concert for you.  And here’s the social part – Miku’s songs were put together collaboratively by Dominos Pizza employees themselves – using vocaloid technology.  A great way to get a business behind a promotion.

Of course it helps that Miku, tipped to become the next Lady Gaga and with sell-out gigs across the globe, isn’t human but virtual anime idol that lives in holograph form. But the idea is great – use technology to add a digital layer to your value proposition and build that layer collaboratively – with customers, employees or investors.  Smart digital innovation. Kudos Dominos

Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

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  1. Interesting but Scott, very uncool trying to be cool, Hinshaw is a total buzz killer and instead of letting the seemingly cool domino’s employees carry the very cool message, the ‘president’ is making a fool of himself and demonstrates yet another example of an organization run by egotistical big heads. Who wants to order a pizza from a doofus. Granted the promotion worked wonders but it will come and go while this guy will grab the spotlight at any chance he gets.

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