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Domino's Pizza Tries To Cash In On 'Dark Knight' Buzz, Fails

alleyinsider.com — The Dark Knight is probably the most successful example of web viral marketing for a film yet. Its trailers have quickly become Internet sensations. Yesterday, Domino's Pizza tried to capitalize on this magic with an "exclusive" trailer... IF you had ordered a pizza online. Unfortunately, Domino's Pizza hasn't heard of a website called YouTube.com.

Who dugg this? Made popular Jul 3, 2008

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  • bixby1, on 07/02/2008, -4/+36LOL. Corporations make me giggle when they're stupid.
  • pentupentropy, on 07/02/2008, -2/+26They also haven't noticed that net junkies don't watch much TV anymore. Should have put that ad online more.
  • EllimistX, on 07/03/2008, -1/+23Do you have 4 popped collars?
  • rivalius13, on 07/02/2008, -5/+26+1 order for pizza hut.
    +25,000 hits for youtube

    Not from me though, I'm trying to avoid everything to do with the film until its release so I don't spoil anything.
  • inactive, on 07/02/2008, -1/+11If it is a trailer out on the Internet, people will see it. You don't have to buy a pizza to do that.
  • dbldn, on 07/02/2008, -3/+12My biggest issue with this is that the Dark Knight trailer didn't even work for me. WB would be better served sending it to Yahoo or Apple...
  • cwmather, on 07/03/2008, -4/+13Trailer = Awesomeness

    Dominos Pizza = Not so much awesomeness
  • withoutamartyr, on 07/03/2008, -0/+8Is it lonely up there on your pedestal?
  • procomps2008, on 07/03/2008, -0/+5avoid the noid
  • SoundJudgment, on 07/03/2008, -1/+5Gee... the video looks just like all the other 'viral' promotional ads for The Dark Knight that we have watched over the last four months already. And we never even had to order a pizza to see those, either.
  • proghead, on 07/03/2008, -0/+4Is Sephiroth a reference to that old Final Fantasy game? That was a great game when I was a kid.
  • thorstrongstone, on 07/03/2008, -0/+4A couple of weeks ago, Dominos gave away 245 pizzas in the Dark Knight Viral Campaign. Also, they have been getting fans excited(poorly, but it's working) with black boxes in which one can cut out certain Batman parts.

    Also, along with those pizzas, they gave away copies of Gotham newspapers, Joker trading cards, and Rubber Batman masks.

    I think they are doing fine so far. I mean, for being corporate bastards who serve sub-par pie.
  • Akairenn, on 07/03/2008, -0/+4Perhaps it is the Noid who should have avoided me.
  • borez, on 07/03/2008, -0/+41 Hawaiian Double Dark Night Decadence please, oh and the Bruce Wayne veggie combo.
  • inactive, on 07/03/2008, -1/+5what the hell is viral about trailers.....

    anywho between Internets and gaming, me no watch tv.
  • arlok789, on 07/02/2008, -5/+8I think it is important to mention that the quality of dominos pizza is FAR better than it was just 2 or three years ago. Brooklyn style = not half bad, and thats coming from a kid who grew up in Jersey.
  • mlvassallo, on 07/03/2008, -0/+3I don't understand the first line of this article. Yes, there has been a metric ***** of viral marketing for The Dark Knight, however the movie isn't out for another two weeks. It hasn't started making actual Box Office money. Nobody knows how successful that viral marketing really was. On top of that, how many of you would see this movie had there been no cool webgames, videos, scavenger hunts, posters ever 3 days, 900 trailers... etc? I know I would. I would also be talking about it with friends and coworkers and trying to gather info about it from websites and other publications. It isn't the viral marketing that drummed up this interest. Viral marketing is intensely popular right now because in the advertising game it is essentially free.
  • MRintheKeys, on 07/03/2008, -0/+3Italy?
  • Ganpachi, on 07/03/2008, -0/+3Viral is the new MediaBuzzWord! Look for it in your favorite local news media outlet!
  • slapded, on 07/03/2008, -0/+3i miss the crispy melt pizza. best ever.
  • shauntacular, on 07/03/2008, -0/+3How many more trailers, sneak peeks,exclusive looks, first 5 minutes and viral campaigns can they have for this damn movie! Don't get me wrong, I can't wait for it to come out. But son a of bitch, stop trying to sell us! WE'RE GOING ALREADY! WE KNOW ITS GONNA BE GOOD! WE KNOW HEATH LEDGER GIVES A KICKASS PERFORMANCE! JUST GO AHEAD AND RELEASE THE MOVIE ALREADY!!!
  • inactive, on 07/03/2008, -0/+2You're in Kanses, so based on that I can understand why you have your point of view. You know, the real stupid one.
  • Jenadae, on 07/03/2008, -0/+2What Dark Knight buzz?
  • weemundo, on 07/03/2008, -2/+4wth , batman is everywhere these days , from an xbox 360 paint job to a freaking pizza !
  • DaveTehWave, on 07/03/2008, -0/+2The 'Dominoes' trailer is actually a small remix of the International trailer...
  • EllimistX, on 07/03/2008, -1/+3Actually yes, I used to read that series in middle school and was fascinated with the idea of toying with people lives...
  • Culyt, on 07/03/2008, -0/+2Well they just made the front page of Digg so their stupidity paid off.
  • slmndr, on 07/03/2008, -0/+2What's YouTube?
  • crapmatic, on 07/03/2008, -1/+3From my observations in general, only 1 in 5 Americans seem to know anything about key sites on the Internet like YouTube. I think it's a real stretch to imply that this was a business failure on the part of Dominos. In fact the article tap danced around it; really what they did is trumpeted that the trailer got ripped.

    With all the ignorant masses out there, I'm sure Dominos is still doing huge business getting online orders just to see the trailer.
  • robEstyles, on 07/03/2008, -0/+2This article branding it for Dominoes Pizza just made the ad a success.
  • InfinitySnatch, on 07/03/2008, -0/+2Wiggam: Sounds like a motorcycle gang. And we don't have back up. [Pulls out pizza-delivery sign to cover bank of lights on top of car]. Better lay low.
    Lou: But, Chief—what if they like pizza?
    Wiggam: [Pulls out "Domino's" sign and slaps it on the side of the car] Way ahead of you, Lou.
  • inactive, on 07/03/2008, -1/+2"The Dark Knight is probably the most successful example of web viral marketing for a film yet."

    I guess the guys at Asylum haven't heard of Cloverfield.
  • rumblestrut, on 07/03/2008, -0/+1Wow, that trailer was wayyyyyyyyyyyyyyyyyy better than what is out right now. Why aren't the studios showcasing THAT trailer?
  • orenshk, on 07/03/2008, -0/+1woah! A bunch of words just blurred passed me!
  • zippe, on 07/03/2008, -0/+1yeah, i totally agree. i saw an add for the "gotham city pizza" and its actually just a pepperoni pizza in a black pizza box.
  • CrackyJSquirrel, on 07/03/2008, -1/+2Blasphemy.. But then again I live where REAL pizza is made..
  • vegasnews, on 07/04/2008, -0/+1Big companies, big mistakes. Looks like my theory is correct: You have to be really dumb to work for a really big company!
  • Peck3277, on 07/03/2008, -0/+1Your a poet, bet you didnt know it
  • sephiroth965, on 07/03/2008, -1/+2Is Ellimist a reference to that old animorphs origin book? That was a great read when I was a kid.

    By the way, I'm from Jersey too. (Bergen County) Most people around here aren't like that. There are a few.
  • genome47, on 07/03/2008, -1/+2China?
  • Vbp6us, on 07/03/2008, -0/+1All this talk about Dominos pizza makes me want to go out and grab a bite...even if it is 7:46 AM. :D
  • leoedin, on 07/03/2008, -0/+1Anyone else think that trailer gives away about half of the movie? If I had time, I'd watch it again and make a list, but if you exclude all the random explosions (probably all the explosions in the movie are represented in the trailer) then you can really piece together an idea of what's going on. I'm sure there's a number of extra plot devices that we haven't seen, but they really release too much information in trailers these days.
  • alimuddinshahid, on 10/09/2008, -0/+1I like Domino....

    http://theinternetviralmarketing.blogspot.com/
  • DeadPlasmaCell, on 07/03/2008, -0/+1Lucky for you I guess.. All the Dominos out here make horrible pizza.. they're way overcooked and their toppings are of poor quality. I still prefer Papa Johns over Dominos or Pizza Hut.. but I like our local "Mr. Jims Pizza" the best.
  • MRintheKeys, on 07/03/2008, -0/+1Most people that would order something like a pizza on-line, I'd bet good money on, know what YouTube is and how to use it.
  • inactive, on 07/03/2008, -0/+1Panago is still better, and that's why I continue ordering from there.
  • digiframes, on 07/03/2008, -0/+1Ok it's official..I'm hungry!
  • Jimzer, on 12/04/2008, -0/+0I'm more of a Pizza Hut type a guy, amazing pizza at affordable pricing.
    Of course using Pizza Hut coupons gives me even better pricing, and tastes much better too if you can spend less money.
    http://www.scribd.com/people/view/4948136
    Especially when you go to PH a couple of times per week!

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