I have to hand it to Domino’s. They’ve really taken the idea of social media and led the charge by embracing the 2-way conversation of Web 2.0 and using it to build a better business. This is a conversation I often have with my video production clients when they’re hesitant about making the move toward social media and letting public opinions become visible for the world to see. Negative comments and criticism isn’t something to fear but embrace. Now, while this video by Domino’s is a little bit salesy and a little bit long (3 minutes is now agreed by many experts to be the max length for effective web video), I love this video. I love the way Domino’s embraces their warts and all and made this “documentary” feel like the story of an underdog triumphing all in spite of the odds.

What are your thoughts? Does this video make you want to eat their pizza or tell your friends about them, or better yet, does it make you want to see Part 2 of the video?