Remember this guy? The Noid. He was created in 1986 by the advertising agency Group 243, for Domino’s Pizza to help promote its pizza delivery promise: your pizza within 30 minutes of placing the order, or it was free.
Domino’s created commercials where the Noid tried to ‘annoy’ consumers ordering pizza’s but always failed to annoy Domino’s Pizza consumers. Their slogan “Avoid the Noid,” supporting the promise that Domino’s pizzas were “Noid-proof.” The campaign was a dynamic success. The Noid was everywhere … plush toys, t-shirts, and computer games. Domino’s even gave away little three inch rubber figures with pizza orders.
Ever wonder what happen to him?
At the height of the Noid’s popularity, on January 30, 1989, a man named Noid, upset about the like-name character, held two hostages at gunpoint for five hours in a bungled holdup in at Domino’s Pizza location. The assailant, Kenneth Lamar Noid, was apparently having “an ongoing feud in his mind with the owner of Domino’s Pizza about the Noid commercials,” and thought the advertisements had specifically targeted him to make fun of him.
A subsequent court hearing found Noid innocent by reason of insanity, he was found to have “acute psychological problems.” In 1995, unable to get past the Domino’s ad campaign, Noid committed suicide in his Florida apartment. Following the ordeal, Domino’s cancelled the Noid campaign.
It’s you turn? What do you think? Crazy or just annoyed? Or on a series note, do you think corporations should be held responsible when a bad outcome is associated with their marketing?