ukms.or.id – Using Guerilla Marketing, Domino’s Pizza Attracts Thousands of Customers, The use of guerilla marketing strategies, or marketing in a viral way that provides shock power, is one way to increase the sales of a product. Domino’s Pizza did this with the help of social media.
By definition, guerrilla marketing is defined as a marketing approach that uses surprise or unusual communication to promote a product or service.
Domino’s Pizza through one of its products, namely, pizzaAmerican Pie Supreme Cheese has become a sensation on Tiktok. The first viral video by the @pecintapitza28 account featuring the product has been viewed more than 10 million times.
The video has inspired more than 4,000 other Tiktok users to create videos with a similar theme, which have been watched ranging from 5,000 to 5 million times with a total of more than 100 million views.
From the tantalizing display of pizza in these Tiktok videos, the company said this video was able to attract thousands of customers who flooded Domino’s Pizza stores. This phenomenon certainly had an impact on the number of downloads of the Domino’s Pizza Indonesia application which increased sharply as well as the high demand for the product. Long story short, Domino’s Pizza managed to get a surge in the number of new customers.
“The viral success of ‘American Pie Supreme Cheese’ pizza is another example of how social media has become a marketing tool for various brands in Indonesia,” said Mayank Singh, Digital Manager of Domino’s Pizza Indonesia in his statement
Adding to the appeal of the viral video is the audio used, with the tune of a popular Indonesian song and an attention-grabbing voice. The lyrics of the song were altered and used in the video to express the video maker’s love for Domino’s Pizza. This certainly helps cement the emotional connection between the brand and its customers.
The American Pie Supreme Cheese Pizza is a pizza filled with cheddar cheese, premium cheese sauce and mozzarella cheese with macaroni, beef sausage and minced beef. These ingredients are enveloped in a tortilla, creating a crispy top with a generous filling.
“People call it ‘viral pizza’ or ‘Mac N Cheese pizza’, we call it American Pie Supreme Cheese. We are happy that our product has become a viral sensation, and we are grateful for the support of our customers,” says Mayang Singh.
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This is not the first time Domino’s Pizza has been talked about on social media, resulting in a spike in sales and app downloads.
In September last year, when the government raised fuel prices, viral videos by @cobakulineransurabaya, @makanlurr and others promoting Domino’s Pizza Mania became a sensation.
With the theme “Pizza is cheaper than gasoline”, the videos listed Domino’s Pizza as the pizza with the best taste, best price, and best value.
The surge in sales of Domino’s Pizza’s American Pie Supreme Cheese pizza is a testament to the powerful effects of social media and emotional connection. The use of TikTok, attention-grabbing audio, and delicious products contributed to the viral sensation that captured the hearts and minds of Indonesian netizens.