Have you photobombed your brand lately? At the recently conducted Social Media Strategies Summit in Chicago, social media superstars Ramon De Leon, the marketing mind of a six-store Domino’s Pizza franchise in Chicago, and Jessica Gioglio of Dunkin’ Donuts both showed how and why you should photobomb – or share your brand visually in unexpected places. Their approaches are tailor made for marketing in the age of Pinterest. For instance, recently Gioglio and the Dunkin’ Donuts Chicago social media team spent a day snapping images of the iconic Dunkin’ Donuts coffee cup juxtaposed against famous Chicago landmarks like the Art Institute of Chicago and the John Hancock Tower. Dunkin’ Donuts then shared the images via the Dunkin’ Donuts Chicago Twitter account and Pinterest board – a brilliant way to build brand love locally.
De Leon creates his own photobombs on the job by involving Domino’s Pizza fans. For instance, as he explained to me, “I love to walk around campus with a Dominos Pizza flag. People either want to wave it for me or take pictures with it,” as shown in this image:
He also creates photo-ops with the Domino’s logo, such as the time he fashioned an “I Heart Domino’s Pizza” ad by creatively positioning Domino’s Pizza boxes while he was making a delivery at a college campus:
And Domino’s Pizza fans inspire De Leon with their own photobombs, such as this image submitted by two fans in New York:
“These user generated photos are incredible,” he told me. “This is when people see your logo and remember you. They take a photo and either tag (If Facebook) or cc you on Twitter usually with a saying, ‘Ramon, look at me.'”
De Leon shares all these photobombs through a massively popular channel: himself. He speaks at events ranging from the Disney Social Moms Celebration to Click 6.0 in Dubai. He sprinkles his talks with Domino’s Pizza photobombs and the stories behind him, which makes for lively presentations, shout-outs to fans and employees, and compelling advertising for Domino’s Pizza.
At a time when Facebook paid $1 billion for Instagram and Pinterest has become the third-most popular U.S. social media destination almost overnight, the message is clear to brands: figure out how to share your content visually or don’t share at all. Photobombing your brand is one way to do so. For more examples of how Dunkin’ Donuts shares visual content through a savvy social media outreach, check out my post on the iCrossing Great Finds blog, “How Dunkin’ Donuts Builds a Connected Brand with Social Media.”