Dive Transient:
- Domino’s right this moment (Oct. 8) introduced the return of its Emergency Pizza program to dole out free pizzas, per particulars shared with Advertising Dive. This yr, the pizza chain can also be partnering with Amazon’s Twitch together with model Olive & June for the trouble.
- The Emergency Pizza program now via Jan. 19 will award shoppers a free medium, two-topping pizza for putting a qualifying order. A partnership with Twitch’s The Glitch, a brand new community of playable worlds within the online game Fortnite, will promote the trouble.
- The pizza chain additionally teamed with Olive & June for an Emergency Pizza Mani Equipment and press-on nails. The return of the chain’s promotion was knowledgeable by its overwhelming success final yr, in response to Kate Trumbull, Domino’s senior vp and chief model officer.
Dive Perception:
Domino’s first launched its Emergency Pizza program final yr in an effort to assist reinvigorate gross sales after a pandemic growth. Following its success, the pizza chain is bringing the supply again, this time on a bigger scale. The Emergency Pizza deal was one of many largest in Domino’s 63-year historical past and resulted in two million folks becoming a member of the chain’s loyalty program, the Wall Road Journal reported, a complete that represents about two-thirds of all new enrollees final yr.
“We launched our Emergency Pizza program final yr and clients cherished it a lot we knew we needed to deliver it again in an enormous method,” Trumbull mentioned in an announcement.
To be eligible for the Emergency Pizza supply, shoppers should place a supply order on-line or a digital carryout order of $7.99 or extra. After the order is confirmed, shoppers will obtain the promotion routinely inside their Domino’s Rewards account.
To advertise the supply, Domino’s teamed with Twitch to activate inside The Glitch. The pizza chain was beforehand introduced as a launch sponsor for The Glitch, an activation inside Fortnite which encompasses a community of playable worlds, together with a devoted Domino’s house. The model expertise launches Oct. 14 and can permit gamers to expertise a “Crimson vs. Blue” participant map the place they will compete to take care of management of a Domino’s storefront. Gamers can even have entry to an Emergency Pizza function, which can be utilized to totally restore their well being.
Domino’s moreover can be collaborating with gaming influencers to host livestreams as they navigate via the branded expertise inside The Glitch. The tie-up with Twitch might assist Domino’s acquire a stronger foothold within the gaming house. For Twitch, extra visitors for its new expertise in Fortnite might assist the livestreaming platform enhance promoting income at a difficult time, as the corporate remains to be a money-loser for Amazon.
In one other promotional play, the pizza chain teamed with nail model Olive & June to assist relieve nail emergencies. Co-branded merchandise embody an Emergency Pizza Mani Equipment and instantaneous manicure press-on nails, the latter which incorporates three designs: “I Coronary heart Pizza French,” “Secret Sauce Velvet” and “Further Cheese Please.” Customers should purchase the gadgets starting Oct. 17 completely via Olive & June’s web site. Extra model partnerships can be revealed within the coming months, per particulars shared with Advertising Dive.
Domino’s isn’t any stranger to buzzy advertising and marketing performs. The chain in August teamed with TV persona Simon Cowell for an advert marketing campaign selling new high quality management measures. Final winter, the chain introduced plans to award $500,000 in grants for snow plowing to make sure that carryout clients can entry the pizza chain even amid inclement climate.
Domino’s within the second quarter reported U.S. similar retailer gross sales progress of 4.8%, in response to its newest earnings report. Moreover, the chain reported world retail gross sales progress, excluding international forex affect, of seven.2%.
