The introduction of the Domino's AnyWare suite of ordering technology generated 2 billion earned media impression including segments on Jimmy Fallon, Ellen, the Today Show and more. DominosAnyWare.com received over 500k visits. The Domino's AnyWare television campaign ran during the duration of Q3 2015 and generated 10.5% year over year sales growth for the brand. AnyWare also helped Domino's achieve and exceed it's goal of having 50% of all orders be made digitally, and led one JP Morgan analyst to say, "We have found ourselves describing the 'new' Domino's as a technology company disguised as a marketing company disguised as a pizza company, and recent years of dominant outperformance, even embarrassing peers, probably bears that comment as true." https://online.aurora.edu/integrated-marketing-communications-examples/ When we compare thsi campaign to another succesful campaing we can see resonating similarities. The southwest airlines
Domino’s deployed a number of various advertising strategies using different platforms/tools.Using social data and metrics gathered from customers allows Domino’s to stay one step ahead of their customers. Gathering customer segmentation data not only helped Domino’s tailor products and coupons to customers, but improved stores and the supply chain where improvements need to be made. https://smbp.uwaterloo.ca/2017/11/anyware-anytime-dominos-social-metrics-always-one-step-ahead/ They introduced more corporate Advertising which was used to promote the organization and how it supports public relations. This was done by "anyware" campaign and its ability to ease any customer uncertainty. They released press releases, where the reader could learn about new ways to order. This successful campaign led to the following results , according to Shorty Awards, a social media awards show. Then in Q3 of 2015, a national TV campaign featured celebrities, with expertise in each platform,