Posted by: Administrator in Our Blog on Jul 15, 2009
Domino's Pizza launched an "environmentally friendly "and potentially controversial marketing campaign with a unique twist to promote its Domino's American Legends specialty pizzas. Over two hundred Domino's Pizza logos have been water blasted onto sidewalks in three larger cities with the help of a high pressure water sprayer.
Company from Netherlands GreenGraffiti teamed up with Domino's on this campaign. They claim that this type of advertising is completely carbon neutral, and they are one of the first companies in the world to compensate for our water footprint and contributes in a unique way to a healthier environment.
"This is different because GreenGraffiti cleans part of the sidewalk and leaves ads behind," said Tim McIntyre, spokesperson for Domino's Pizza. "At first glance, it appears that something's been painted onto the sidewalks. In reality, we're just removing dirt and leaving ads behind."
As some marketers like idea where other don't. Some say that GreenGraffiti uses a lot of water to clean a very small part of a sidewalk, so there really is nothing green there and that nothing about this campaign that is going to help the environment. Some people also say that they do not like sidewalks to become billboards.
In any case Domino's Pizza raised a lot of eyebrows which I guess it makes a campaign unsuccessful. On the end of the day, it's all about exposure and where this may not be the greenest campaign it's defiantly unique and innovating. Just do not overdue it, two hundred logos around the city are more than an enough.