There was a day when the public feared technology because we felt it would enable the government to spy on us and grant corporations access to our private lives. But thanks to Domino’s Pizza’s latest marketing gimmick, the Big Brother the public fears may actually turn out to be, well, us.
Domino’s has installed a live webcam feed in a Salt Lake City, Utah, store so that online customers can watch their pies being made live from scratch in real time. As PR professionals, we are constantly clamoring about the importance of transparency and the inevitable perils that result from a lack of it. Transparency builds trust, brand loyalty and is the foundation of solid brand-consumer relationships. But is this taking transparency too far? Read more