Dominio’s the leading take-away pizza foodie brand has launched a yummy new pizza especially for their Facebook fans. The Spanish Sizzler is exclusive only to their 120,000+ Facebook fans to reward them for their loyalty to their brand. Fans will be able to buy the pizza by using a unique code that is only available if you’re a fan, allowing Domino’s to track how many sales came through from it’s Facebook page. This new digital campaign is using Facebook, in-game advertising, pre-rolls and QR codes to allow fans to order the pizza (large size) for £9.99 (bargain!) before it goes on general sale.
In-game adverts have also been placed during every La Liga Football match within computer game Football Manager 2011, which will appear as perimeter boards around the pitch, and allow users to click through to the Domino’s ordering site. Top flight Spanish footballers are also involved with the campaign through Facebook, and will promote the pizza through the fan pages, while press advertising will include QR codes through to the online order site.
James Millett, multimedia manager at Domino’s Pizza, said: “We’ve achieved fantastic growth in ecommerce in the past year, up 63% in 2010, and this new campaign utilises the latest opportunities in the digital arena and continues our focus on online innovation.”
He continued: “Our new Facebook promotion has been designed to rewards our fans and create significant buzz around the Spanish Sizzler pizza launch, as well as driving further fan acquisition. We’ve had great response to our Facebook page over the past few months so as a special thank you, we wanted to offer our 127,000 (and counting!) fans a sneak preview of the pizza, and bolster the activity with targeted in game ads and videos.”
They are looking to broaden their audience from 16-30 year old men to families, making this their ‘biggest challenge’ this year.