Example of effective Integrated Marketing Communications (IMC)
- Jehan Majrouh
- Mar 21, 2021
- 2 min read
Integrated marketing communications (IMC) creates a unified and seamless brand experience for consumers across all channels. while integrated marketing campaigns can be a delicate art to perfect, yet according to CIO, it is possible through knowing your target audience, selecting the right channels for your campaigns, ensuring your message and visuals are consistent across all channels, and having a clear message driving your customers to the ultimate target.
Here is a handpicked campaign that demonstrates inspiring and effective IMC.
Domino’s AnyWare was launched in mid to end 2015 with the target of getting people to order Domino's pizza online, ordering pizza was made available to the devices and platforms that people were already using daily rather than making them go to their website. This new technology named Domino's AnyWare allowed people to order with a tweet, a text, Ford Sync, Smart TV's, and smartwatches. Each new way of ordering was introduced with its own press release, driving traffic to Dominos AnyWare's website where people could learn more.
Here are the factors that contributed to the success of Domino's AnyWare campaign's integrated marketing communications:
Coherence: in which various communication messages are logically connected. Here, dominos have connected between press releases and each new ordering method, making it a seamless experience.
Consistency: in which the messages across all platforms were consistent and not contradictory. Domino's maintained this consistency across its social media platforms, websites, TV ads and its very own Domino's AnyWare campaign's website.
Continuity: in which communications were consistent through time. Regardless of the strategy, Domino's maintained a consistent message throughout the campaign life cycle.
Complementary: a very interactive campaign with messages across the various platforms generating effective customer responsiveness while finding the interaction entertaining and innovative.
The below is a TV commercial for Domino's AnyWare campaign with celebrity reinforcing the campaigns message.
According to The Shorty Awards, Domino's had one main goal: to increase their digital sales from 20% to 50%. Since the launch of the campaign in Q3 of 2015, Domino's experienced a sales growth of 10.5% year over year and has achieved and exceeded its goal of having 50% of orders being made digitally.
Have you ordered a Domino's pizza through your smart TV, smart watch or Twitter before? would love to know what you thought of the experience!
I had not heard of this campaign either, probably because pizza is rarely on the menu in my household. However, I do appreciate Domino's commitment to forward thinking using autonomous vehicles, drones, artificial intelligence and mobile marketing stunts to gain heightened media attention. In the early 2000s, when most businesses were only considering mobile apps, Dominos was developing their app for iOS platforms, putting them ahead of the game. In 2018, over half of all Dominos sales were placed via mobile devices and in 2017, the Chicago Tribune reported that Domino's will use their robotic unit to delivery pizza's in Germany and the Netherlands. I think the most important aspect of Domino's as a case study is the harnessin…
I hadn’t heard of this campaign before reading your blog, but what an amazing idea: reach customers where they are. One of the simplest yet most important foundations of marketing is understand your target audience. Domino’s understood their audience were on a multitude of platforms, and took the idea of ‘go where your customers are’ quite literally. It’s a shame the original concept is not the ‘Domino’s Anywhere’ available in Australia.