We’ve talked in the past few days of viral videos damaging a brand. That happens for instance when people are dissatisfied with the brand and are vocal about it, being on camera or Twitter or any other social network.

Domino’s Pizza is no strange to bad criticism and now they came up with a new marketing strategy that I think is genius: they use that negative criticism of their consumers (and are not afraid to show it on tape) to change their product and thus show confidence on it.

The video is very well produced and edited and even ends with a cliffhanger!

With 6.500 views in less than 48 hours, it’s a great marketing strategy by the company.