Domino’s Pizza has announced a very lofty goal; the first pizza franchise on the moon.
The announcement of this ambitious plan came from the President of the company’s Japanese operation, Scott K. Oelkers.
You can see Mr. Oelkers announcing the “Moon Branch Project,” which would cost the pizza chain over $21 billion to execute, in this video clip.
At the time of the announcement there was a special Web site set up with details about the project. Since then, the site has been updated with a new video featuring Oelkers talking about having to postpone the project for now, which he calls strategically stepping back.
He does however announce the availability of a special “Moon Branch Project” pizza box (shown here) with a picture of the moon and a marker where the lunar pizzeria will be located on the front and details about the project on the back.
Sure, it’s a cheesy (or maybe it’s a cheese and pepperoni-y) PR stunt but it’s also creative and it got attention.
The initial announcement got media coverage around the world.
The moral of this story is think big.
Frankly, a great deal of the radio I hear lacks any real creativity or imagination and therefore also lacks the ability to create engagement with the listener.
Don’t be afraid to exaggerate!
Go on the air and announce something incredible!
Find a way to stand out from the crowd!
Then, if you have to, step back strategically.
Not only will it strengthen the relationship you have with your current customers, it might cause some people who usually order Papa Johns to try your pizza instead.
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Posted on September 21, 2011
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