UPDATE: Oct. 25: Domino's is expanding its Emergency Pizza promotion, giving away $1 million in free pizzas to anyone with student loan payments, per details shared with Marketing Dive. Consumers can apply for one free pizza at a microsite, and the chain will give away a limited number of pizzas every day until the codes have been claimed. The campaign from AOR WorkInProgress includes a new video spot and will run across social, digital and influencer channels.
Dive Brief:
- Domino’s is coming to rescue consumers from dinner emergencies while also encouraging online ordering with a new Emergency Pizza program, according to information shared with Marketing Dive.
- Consumers who place a digital order of $7.99 or more will automatically receive a free medium two-topping pizza for use at a later day. Domino’s and agency of record Work in Progress is supporting the push with an integrated campaign across TV, print, out-of-home, social and digital.
- The offer of free pizza comes a little under a month after the chain revamped its rewards program, offering tiered redemption options and the ability to earn points faster. The possibility of free pizza may help to entice consumers to sign up for the rewards program.
Dive Insight:
Domino’s is looking to boost its rewards program by helping consumers in a (pizza) emergency. Inspired by the occasions when someone burns dinner or guests show up unexpectedly, Domino’s pizza giveaway helps consumers in a pinch while also encouraging use of its revamped rewards program. The giveaway will be active from now until Feb. 24, 2024.
To promote the pizza program, Domino’s teamed with agency of record Work in Progress for an integrated campaign that spans TV, print, out-of-home, social and digital channels. The first work in the campaign is a 30-second spot called “Jar” that shows a Domino’s delivery person materialize from a secret door to deliver a pizza to a consumer thwarted by their inability to open a jar of tomato sauce.
Domino’s, which is the largest pizza chain in the world, took steps to overhaul its loyalty program in September. As part of the changes made to the program, members will earn 10 points for every order of $5 or more, where previously they had to spend double that amount to earn points.
To redeem the emergency pizza reward, consumers must sign in to or sign up for Domino’s Rewards program within seven days of placing their initial order, with the subsequent free pizza offer earned automatically and good for 30 days. By requiring members to sign in again, the emergency pizza program could encourage users to return to the program.
Technology and digital ordering systems have been integral to Domino’s strategy in recent years. In 2022, over 80% of its U.S. retail sales were facilitated via digital channels. Other efforts to promote digital ordering includes an Apple CarPlay integration and the ability to have a pizza delivered anywhere through a pin dropping system.
