Domino's Pizza is taking its branding efforts to several different online vehicles lately, now launching a new campaign for its hand-tossed pizza. Following the “Oh Yes We Did” campaign - where actual Domino's Pizza employees faced consumer criticism in reinventing the company's core hand-tossed recipe - the new campaign journeys to find the last pizza "holdouts."

The "holdouts" featured in the commercials try to identify of consumers who have yet to try the pizza that the company has taken the feedback to produce. It will be featured on TV but will also have a more aggressive online component. It attracted more than 700,000 viewers to the full documentary on dealing with the consumer feedback at PizzaTurnaround.com. Following the same line of transparency, the new documentary-style TV campaign presents two real people in their hometowns who have been "holding out," inviting them to taste and give their honest opinion of the new pizza on camera. The new campaign launches on TV and online April 5. Consumers can learn more about who pizza holdouts are and how to help Domino's Pizza find them at PizzaHoldouts.com. The website will also host a full-length version of the documentary.

The campaign also has attracted more than 80,000 fans to Domino's Facebook page. There the company has tried several tactics to engage customers from using NCAA tournament-style brackets judging Domino’s against other fast food chains (guess who wins) and other NCAA based promotions to order pizzas while watching the Final Four. Domino’s has also launched a mobile app for menus and ordering.

"We listened to our consumers, we gave them a great new pizza, and we supported that with a groundbreaking advertising campaign that's captivated America," said Russell Weiner, chief marketing officer at Domino's Pizza. "When you have almost every major media outlet buzzing about such a bold change, it gets pretty tough to find someone who hasn't tried the new pizza - but we've found some of the last few people in America who haven't, and convinced them to join the rest of us and try it."