Pizza Friday 121

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Innovative Media


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Consumer Generated Media


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Conversational Communications


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Viral Marketing


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IN THE NEWS

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IN THE NEWS



Recession Or No, Pizza Chains Making Dough Wall Street Journal

Domino's Pizza, which announced a higher-than-expected quarterly profit this morning, and its two main rivals, Papa John's and Pizza Hut, have weathered the recession better than others in the restaurant industry thanks, in part, to a marketing blitz. Indeed, sales in the "quick-serve" restaurant category are expected to rise 3% this year compared with 2.5% for the overall industry, according to the National Restaurant Association.

Papa John's founder and CEO John Schnatter said last week that heavy marketing from Domino's and Pizza Hut "was like a light switch" that turned pizza sales from running 5% to 6% below their year-ago levels to 5% to 6% above them in the early weeks of 2010. He pointed out that pizza chains' market share is expanding at the expense of other types of fare.

In announcing today that rising international business and a new U.S. pizza recipe had boo sted sales and more than doubled fourth-quarter earnings, Domino's outgoing CEO David Brandon pointed to "the bold steps we have been taking to reignite our domestic system," Reuters reports.



NEW YORK TIMES'Mad Men' Dolls in a Barbie World, but the Cocktails Must Stay Behind

After three seasons, "Mad Men," the television series about advertising in the 1960s, has attained a level of popular-culture cachet. There have been magazine cover articles, calendars and an episode of "The Oprah Winfrey Show" all devoted to it, spoofs on "The Simpsons" and "Saturday Night Live," and even a "Mad Men" category on "Jeopardy."

Soon, the show will enter a realm of the pop-culture pantheon that its creator, Matthew Weiner, says has surprised even him: Mattel plans to bring out versions of Barbie and Ken styled after four "Mad Men" characters.

The dolls are part of a premium-price collectors' series for adults that Mattel calls the Barbie Fashion Model Collection. Although there have been Barbies and Kens based on other TV series, among them "I Love Lucy" and "The X-Files," the dolls will be the first licensed line for that collection, Mattel says, with a suggested retail price of $74.95 each.



Northwestern Study: Guilt-Inducing PSAs Counterproductive Ad Age

Public Service Advertising that tries to cut down on binge drinking by relying on "self-conscious" emotions such as guilt and shame to make their point may drive undergraduates to actually drink more than they would otherwise, according to a study by Northwestern University's Kellogg School of Management to be published in the Journal of Marketing Research.

The results go against conventional wisdom, Jeremy Mullman reports, that spotlighting the personal consequences of self-destructive behavior is effective. Kellogg marketing professor Nidhi Agrawal says that people who are already feeling guilt or shame resort to "defensive processing" when confronted with more of either, and disassociate themselves from the message. These findings can be applied to other issues, Agrawal suggests.

Agrawal makes two suggestions: PSAs placed in positive surroundings -- such as in a sitcom or a positive magazine article -- resonate better than those in "tense or negative contexts." And focusing on how to avoid situations that lead to binge drinking work is better than showing the consequences of the behavior. "It's important that the messages be toned down and as positive as possible," she says.



Shaun White Designing Skateboarding Shoe For Target Retailing Today, New York

Target yesterday announced that snowboarder Shaun White and his brother, Jesse, are designing an exclusive line of skateboarder shoes for the retailer that will debut this fall, Retailing Today reports.

Calling White the "embodiment of youth-culture marketing potential," New York's Jada Yuan captures the brashness that makes the Olympic champion so appealing to his target. White, for example, put a picture of his bulldog wearing sunglasses on a T-shirt for his Target clothing line. "And then I look around and there's all these people wearing my dog!' White says. "It's just hilarious that these massive companies allow us to do whatever we want."

It's not like White hasn't had a lot of practice figuring out how to delicately balance his free-style comments with what marketers themselves want. The 23-year-old had his first sponsor at age 7 and, according to Forbes, earned $8 million last year from promotional endeavors. You might conjecture that he applies the same philosophy to his endorsements that he does to his tricks: "I mean, you need such confidence to complete these tricks," he tells Yuan. "Right when you start to doubt yourself is when you're in trouble."







NEW YORK TIMESJustices Reinstate Settlement With Writers

The Supreme Court on Tuesday resurrected a possible settlement in a class-action lawsuit brought by freelance writers who said that newspapers and magazines had committed copyright infringement by making their contributions available on electronic databases.

The proposed settlement was prompted by a 2001 decision from the Supreme Court in favor of six freelance authors claiming copyright infringement in The New York Times Company v. Tasini. After the Tasini decision, many freelance works were removed from online databases. Most publishers now require freelance writers to sign contracts granting both print and online rights.

After the decision, the authors, publishers and database companies who were parties to several class-action lawsuits negotiated a global settlement that would pay the plaintiffs up to $18 million.



ADAGEYouTube Brings Mobile Ads to Revenue Mix Site Serves 'Tens of Millions' of Videos to Phones Each Day

YouTube has spent the past year putting ads in every corner of the site, from big, splashy homepage ads to pre-roll, post-roll and overlays on video. But one aspect has remained curiously ad-free: its mobile site.

That's about to change. Mobile ads are YouTube's latest offering to Madison Avenue, and three advertisers are giving it a whirl: Mazda, Kia Motors and Sony Pictures for "District 9." YouTube tested mobile ads with L'oreal and Land Rover last summer.

Making these ads viewable on mobile phones is no small technical hurdle in that they have to be encoded in a mobile-friendly format because most mobile browsers can't handle Adobe's Flash. Shishir Mehrotra, YouTube's director of monetization, said in-video ads on mobile are on the way, but that's an even tougher technical problem given the varied handsets on the market.





NEW YORK TIMESConde Nast Is Preparing iPad Versions of Some of Its Top Magazines

Conde Nast's plans for the iPad tablet computer from Apple are getting firmer. The first magazines for which it will create iPad versions are Wired, GQ, Vanity Fair, The New Yorker and Glamour, the company plans to announce in an internal memorandum on Monday.

GQ will have a tablet version of its April issue ready. Vanity Fair and Wired will follow with their June issues, and The New Yorker and Glamour will have issues in the summer (the company has not yet determined the exact timing for those). The company already sells an iPhone application for GQ. That has sold more than 15,000 copies of the January issue and almost 7,000 of the December issue. Condé Nast plans to test different prices, types of advertising and approaches to digitizing the magazines for several months before wrapping up the experiment in the fall. "We need to know a little bit more about what kind of a product we can make, how consumers will respond to it, what the distribution system will be," said Thomas J. Wallace, editorial director of Condé Nast



Innovation


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Pizza Friday 121