Domino’s Rewards All Pizza Lovers
The Points for Pizza activation lets customers use camera image recognition in Domino's mobile app to scan any pizza to earn 10 points. Once they've collected 60 points, they can be exchanged for a medium-sized, two-topping Domino's pie.
The company dodges bankruptcy by limiting users to 10 points collected a week, with the promotion running for 12 weeks. The campaign was launched around Super Bowl weekend on February 3rd (to catch the wave of pizza deliveries on match day), with an ad featuring Domino's chief executive Ritch Allison eating at a local Atlanta pizza spot. The company's social media accounts also shared images of out-of-house pizza.
Instead of locking existing customers into eating large amounts of its own product, this scheme works consumers' dwindling brand loyalty to Domino's advantage. The Points for Pizza scheme is a light and positive way of celebrating the entire industry, with a good chance of enticing new customers, as well as generating a guaranteed treasure trove of owned data on what makes people choose other pizzas.
For more on brands looking beyond their own products for innovation, check out Uncommon Partners: Successful Cross-Category Collaborations. For more on opt-in 'first party' data, see Surviving the Post-Truth Era, our coverage of Social Media Week London 2018.