by By Johan Jaimes
Overview
Headquartered in Ann Arbor, Michigan — Domino’s Pizza is a chain restaurant with around 20,000 locations and a large social influence. An innovator in marketing and restaurant-specific technology, Domino’s has been operating since 1960.
Domino’s Pizza is the largest pizza chain in the United States. The company generated over 4.5 billion dollars in 2022, cementing Domino’s as the world’s leading pizza restaurant. A recent survey shows in the US, Domino’s brand awareness is at 95%. With all this success, the chain still struggles with loyalty and popularity. In the same survey, only 42% of respondents claimed to enjoy the pizza. Only 31% stated they were loyal to Domino’s Pizza.
To assist in boosting customer engagement and build upon Domino’s existing reputation I have created a mock campaign utilizing AI images for Domino’s. The campaign utilizes humor, AI-generated images, and captions to capitalize on AI’s rising popularity. The posts are meant to be futuristic looking, advertising Domino’s as the pizza of the future. The humorous use of AI (along with disclosure) has the potential to be an effective marketing and PR strategy for Domino’s.
Posts
Prompt: A realistic photo of a man in a futuristic blue and red space suit waiting outside of a door. The man is facing towards the camera with a pizza box in his hands; the image is from the fish-eye perspective of the peep hole in the door facing the man. In the background behind the man is a super advanced future cityscape. It is nighttime with bright blue and pink neon lights and flying cars.
Caption: “🚀 Delivering pizzas from the future! 🍕🌌 With Domino’s, taste the future today! #PizzaOfTomorrow #DominoesDelivers”
Prompt: A photo of a red and blue kid-friendly robot slicing a pepperoni pizza with a round pizza cutter inside of a futuristic pizza kitchen.
Caption: “🤖 When your pizza slicing game is on point! 🍕✂️ At Domino’s, even our robots deliver perfection! #SlicinAndDicing #DominoesRoboService”
Prompt: Two robots, one red and one blue are at a romantic dinner setting. The table also has a vase with red roses and one candle in the middle. The red robot is shyly handing a slice of pizza over to the blue robot.
Caption: “🤖❤️ Date night with bae-bot! 🍕✨ Even robots can’t resist Domino’s deliciousness! #RoboRomance #DominoesForAll”
Critique
The process of creating the images took longer than anticipated. I used Adobe Firefly to generate the AI images, which required about 10+ different prompts before landing on the eventual prompts that created the images above. Trying to brand the images with Domino’s imagery was useless as the generator ignored all requests to brand the images. The best way I could convey that the images were related to Domino’s Pizza was through the color scheme. For the captions, I used ChatGPT, which produced effective, humorous captions quickly.
Recommendations
AI is quickly becoming a household name in the US. Innovation is at the forefront of effective PR, and utilizing AI early and ethically could prove beneficial to companies. A company like Domino’s which utilizes meme marketing and other forms of viral marketing, AI marketing would fit perfectly within the company’s brand. On top of this, incorporating AI social media trends would boost this campaign even more. I recommend Domino’s and other businesses get ahead of the AI curve rather than getting left behind in the virtual dust.
Super creative and interesting post! I thought your images were fun and engaging.
Super creative and interesting post! I thought your images were fun and engaging.
This article highlights the concerns of public relations professionals regarding the use of AI in content creation. The Dominoes graphics created by AI demonstrate the impressive quality and realism it can achieve. Initially, the graphics appear to be well crafted work that took time and effort. However, they lack a clear Dominoes theme or clear identification. This underscores the perspective we should adopt towards AI. While it can produce impressive results, human intervention is necessary to ensure clarity, theme, and identification in the content.
this was a really cool post and showed how much AI can help create images and make them unique and interesting.
Hi Johan! I liked how this article shows how scarily accurate AI can be. Although scary, it is impressive to see the quality that high-tech AI can produce. I am enjoying seeing multiple companies utilize AI in their new campaigns to promote their business.
Hi Johan,
This was such a creative and fun campaign idea. I think this could be a great thing for Dominos to do. Thank you for sharing!
Great job Johan! This was a very cool and interesting blog post. I find it very cool how you could generate your own images and become apart of the campaign. Yor images turned ot really well and were very creative and realistic. Awesome Job!