Negative tweets can benefit a brand, says Domino's marketing director

Splash!: ITV show fronted by Tom Daley
Splash!: ITV show fronted by Tom Daley

Negative tweets can prove beneficial to a brand by driving "a lot of interest", according to Simon Wallis, the marketing director of Domino's Pizza.

Wallis was speaking in reference to Domino's sponsorship of 'Splash', Tom Daley's much-derided ITV show, which aired in January.

The show suffered a Twitter backlash with tweets attacking ITV for "plumbing new depths" and "scraping the barrel" in broadcasting the show, which was fronted by the 18-year-old Olympic diver Daley, who served as a diving mentor to celebrities.

But Wallis argued the coverage was positive for Domino's: "You would rather have people talking about it than not. Twitter comments help drive a lot of interest in the brand."

Wallis said the negative tweets "didn't reflect badly on Domino’s Pizza" as being a sponsor, "it was detached" from the negative comments around the show.

It is understood that Domino's is now looking to sponsor the next series of 'Splash'.

Wallis pointed to the viewing figures of the show, which were widely seen as being successful.

An average of 5.6 million viewers turned in to see former ski-jumper Eddie "The Eagle" Edwards win the final show.

Simon Wallis, sales and marketing director of Domino's, is providing a keynote address at this year's Media360, run in association with Marketing. More details of Media360 being held in London on 6-7 June at http://www.media-360.co.uk/ For programme details click here

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message