Domino's football supporter sitcom plays for laughs

Social video expert Be On evaluates the latest viral campaign from Domino's.

 

The jokes are appealing to some. But is that enough?

6 / 10

Domino’s, in association with Bwark Productions and Arena Media, created a new sitcom based on current football news.

This humorous web series goes for a very "The Office" feel, which will appeal to fans of the show, but with the plot circling around recent football related events.

One could question whether the focus on a small group is the way forward, but today’s consumer expects that kind of attention. The next step for the brand would be to continue this approach and address other groups.

"Underdog’s Dinner" is the latest episode in Domino’s web series. As with previous content from this campaign, the video plays on stereotypes and uses easy to digest humour. Based on comments made about the series since it began two months ago, the jokes are appealing to some. But is that enough?

The numbers are not going through the roof, even though the videos were distributed on different channels, and this is where quality plays the biggest role. With long form videos the content has to be really good for the viewer to commit and come back for more. Use of a popular topic or theme is not always enough.

It is great that a brand such as Domino's take on projects like this, although in this case there is definitely room for improvement in terms of the overall execution of the campaign. 

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

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
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer