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Effectiveness/ Evaluation of the Anyware campaign


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 performed an integrated marketing campaign that was called 'transferancy'. they used television, radio and also print and digital to assist them on how they can pay for things like checked bags, snack drinks etc. Also seen in the 'anyware' campaign, where they informed the audience about of the avenues they can order their favourite dominos pizza.

Also like dominos the created hashtags which allowed the consumer to see the extra value they will be getting out of southwest airlines if they choose to fly with them compared to other airlines. It included several informal sections;
1. #FeesDontFly comparison of Southwest and other airlines like American, United, Spirit, Delta and more.
2.A “Fee or Fake” game that tests customers’ knowledge of surprising fees they will encounter with other airlines.

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