Dominos Pizza was hearing rumblings that customers were dissatisfied with the taste of their pizza. After putting focus groups together it was determined that their crust tasted like "cardboard".
Domino's responded with an aggressive approach to counter any further negative consumer chatter with www.pizzaturnaround.com
Reviews have been mixed on their response. The Colbert Report bashed the approach quite handily last Wednesday night. But there is definite buzz about the brand.
Here is part 1 of the PizzaTurnaround.