For a brand that is trying to improve processes and other parts of the business, one option is to turn to the customer for ideas, which is exactly what the Domino's Think Oven campaign is all about. An idea-crowdsourcing campaign, Domino's hopes to receive creative and innovative ideas and engage its fans in the process.
Domino's Think Oven initiative, developed by CP+B, comprises a Facebook app that allows fans to submit their ideas in return for rewards. There are two categories: 'Projects' and 'Idea Box.' 'Projects' refers to specific categories on which Domino's is asking for ideas, such as new uniforms for its employees. Currently, there is a $500 reward for the two best written ideas and the two best visual ideas. As for the 'Idea Box,' fans have free reign to submit any ideas they please, which may inspire Domino's next projects.
Key Themes Behind This Trend
- Idea-sourcing
- Opportunity to tap into the collective wisdom of customers and engage them in the innovation process through idea-crowdsourcing campaigns.
- Engaging Fans
- Increasingly using social media platforms like Facebook to involve fans in generating creative and innovative ideas for brands.
- Reward-based Participation
- Using rewards as incentives for customers to submit quality ideas, increasing participation and motivation.
Where This Applies
- Food Delivery
- Food delivery companies can implement idea-sourcing campaigns to involve customers in improving processes and menu offerings, increasing customer engagement.
- Advertising and Marketing
- Advertising and marketing agencies can develop and manage idea-crowdsourcing campaigns for brands, helping them engage with their audience and gather valuable customer insights.
- Fashion and Retail
- Fashion and retail brands can use idea-sourcing campaigns to gather customer ideas for new product designs, store layouts, and marketing strategies, fostering creativity and customer loyalty.
