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Brief Published: 6 Nov 2012

Domino’s Crowdsourced Delivery Truck


The winning design for the Ultimate Delivery Vehicle Project by Domino’s Pizza, the US fast-food delivery chain, has been unveiled.

The six-week-long competition, launched in collaboration with US car company Local Motors in August, called for entrants to invent a new, intuitive delivery van. It gathered concept sketches by Domino’s fans for the ideal pizza vehicle, taking into consideration features to keep the pizzas hot, drinks cold and help the driver navigate. A $10,000 prize inspired a large number of entries from around the world.

The Domino’s Pack – the winning design by Slovenian designer Anej Kostrevic – resembles a Smart car in size and shape. Its design features include sliding shelves, cooler compartments and touchscreen displays.

The next phases of the competition will take place over the next six months. During this time, the concept will be realised as a working vehicle and consumers will have the chance to participate in the vehicle’s design and development – a process that Local Motors considers a game-changer in the future of automotive design.

The competition shows how brands can tap into the skills and ideas of their fans. For more on how to harness the creative potential of consumers, see our Consumer-Creators Industry Trend.