Two years ago, Domino's had a social media meltdown. A couple of employees posted a gross-out video of themselves doing disgusting things to the food in a Domino's kitchen. They posted the video on YouTube, and needless to say, it went viral almost instantly. The video's shock value damaged the brand's reputation and hurt sales, and while it's probably something Domino's executives wish had never happened, the incident gave them an opportunity to rethink their product and launch a bold new social media strategy.

To launch its recovery, Domino's began with a socially driven conversation that showcased real customers giving the brand their unfiltered take on its pizza. But more than just lip-service, the campaign, which made use of digital and traditional platforms, touched on a core principle of social media: listening.

Addressing fears that its food was tainted, Domino's used social media to develop its "Show Us Your Pizza" campaign, which asked customers to post pictures of their pies through a Facebook contest. The winners earned cash prizes, and Domino's got to host a conversation about the aesthetics of a good pizza.

To prove its commitment to transparency (a key ingredient for social media), Domino's even took the bold step of broadcasting tweets about its brand on a Times Square billboard. The tweets came from the brand's online tracker tool, which lets customers follow their food from order to delivery. The tweets were edited for foul language and offensive remarks, but users were free to express their sentiments, whether positive or negative.

Of course, it's not all new at Domino's. In fact, the brand recently used social media to resurrect one of its classic ads: The Noid. But rather than simply posting old commercials on its YouTube page, Domino's used social media to tap into Gen-X nostalgia by creating a Facebook game starring the mischievous villain known as the Noid.