Domino's "pizza turnaround" campaign began with marketing research to understand what customers thought. The company began by reinventing its recipes from the crust up. They then launched a daring $75 million Pizza turnaround campaign to promote the new pizza recipe. This new campaign was integrated in the brand's Facebook and Twitter pages, which then showed a huge increase in sales thanks to these sites. The lesson for marketers is that communicating with customers can pay big dividends.

How is it possible that a large and successful corporation such as Domino's Pizza drifted so far from what its customers thought about them and how their pizza tasted? (Consider how companies can weaken their market position and lose their competitive edge when they fail to conduct continual market research, revisiting customer preferences, checking out the competition, and double-checking their assumptions. It is also possible that Domino's had not yet developed a well-rounded strategy for monitoring social media channels, a key research avenue.)

You can look at the pizza turnaround campaign on YouTube.com, "pizza turnaround".