After redesigning its logo last fall, pizza chain Domino's has launched an online program - its first on Pinterest - that taps artists to repurpose physical materials with its old logo.
The campaign, Second Hand Logos, includes artists from around the U.S. It debuted Monday on Domino's Pinterest page, which spokesman Chris Brandon says has been up for "at least a year." In addition to giving new life to outdated materials with the old logo, Domino's says the program also enables participating artists to display their work to a national audience and potentially drum up sales.
The new logo retains the domino "tile" with three dots, which Domino's says has been a part of its logo since 1965. The three dots represent the number of stores open when Domino's was incorporated. The logo has, however, eliminated the word "pizza" to reflect Domino's expanded menu. According to Brandon, more than 80 percent of Domino's current menu items are new or revamped since 2008.
"We've had some drastic menu innovations and menu expansions and so I think people see us as more than just pizza," Brandon says. "It was a good opportunity to update the logo a bit."
As a result, the brand wants to make sure its old logo goes to good use - hence the new campaign.
Domino's is still in the process of updating its stores and materials and it will take some time before the effort is complete, Brandon says. In the meantime, Domino's has also launched a Second Hand Logos website, which redirects to Domino's Pinterest page.
"We'll see about additional content [on the microsite]," Brandon adds.
The Pinterest page features items for sale, photos, updates of ongoing projects, and information about the artists. The campaign will include 10 artists. Eight have been revealed on Pinterest so far.
The upcycled artwork made from materials with the old Domino's logo such as signage and clothing includes notebooks, scarves, and quilts. The Pinterest page includes links to Etsy where interested consumers can purchase said items directly from the artists.
As of Monday, Domino's Pinterest page features nine boards, 140 pins, and 182 followers.
"Our Pinterest page is something that anybody around the whole country can check out. It's cool that very unique artists can have their work recognized and the upcycled style of art is something we think is really cool," Brandon says. "This is something that's pretty unique for us as we continue to try to find ways through social and digital to connect with our fans, followers, and customers."
Domino's had global sales of over $7.4 billion in 2012.
The brand has 8.3 million likes on Facebook and 220,000 followers on Twitter.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
March 19, 2014