Dominos change their route and take onboard Web2.0

Do you remember when Dominos was hit by a wave of negative publicity after some of its employees decided to put a video of their wrong doings online? At the time Dominos did not have any Web2.0 presence but was forced to go in and reply to the video in a few days.

From them on, Dominos looked at the internet as a good medium to promote. They have now issued a facebook campaign, basically a superfans app that sends users a promotional code linked to an offer. In addition there is an online competition to find Domino’s biggest followers or the 'Superfan King' and 'Superfan Queen'.

Fans have to compete between themselves on the number if fans they recruit. The winner will get prices from Dominos. The Domino's fan page on Facebook will also feature Domino's news, events and details of how to order online. Their change in online strategy can also be seen from the words ofDominos the outgoing marketing director who said that Facebook is central to Dominos social media strategy and this application will enable them to leverage the importance of brand advocates in growing their customer base.

Is this an admitance of the importance of the internet?