Brief:
- Domino's launched a sweepstakes to promote its loyalty program and Hotspots delivery service, which lets customers order pizza from locations without a traditional address, such as a beach, park or sports field. The "Hotspots Pie and Fly Sweepstakes" gives members of its Piece of the Pie Rewards program a chance to win a trip to any Domino's hotspot in United States, per a statement.
- Piece of the Pie Rewards members are automatically entered into the sweepstakes for a chance to win when they place a delivery order to a Domino's hotspot. Domino's will randomly select one winner each week until Sept. 9, awarding a total of six grand prizes.
- Each grand prize will include round-trip airfare for the winner and one guest to any city with a Domino's hotspot in the U.S., as well as hotel accommodations for two nights.
Dive Insight:
Domino's "Hotspots Pie and Fly Sweepstakes" follows this month’s expansion of Domino's hotspots to more than 200,000 locations. The pizza chain launched the program in April with 150,000 hotspots, and later asked for customer suggestions for more locations, marketing the program directly to consumers with a lighthearted commercial and its first ad in The New York Times. The sweepstakes not only promotes its growing Hotspots program, but also urges people to join its loyalty program on its mobile app.
Domino’s has embraced mobile technology as part of its effort to reach more customers, especially millennials who are more likely to order food for delivery instead of dining in a restaurant. The sweepstakes comes on the heels of a mobile campaign that let Snapchat users in the U.S. order food directly inside the image-messaging app in an effort to target a younger demographic. Snapchat's "shoppable AR," which mixes social commerce with augmented reality features, gave Domino's customers the opportunity to request a pizza after interacting with a branded lens.
Along with its Hotspots program, Domino's has pioneered other mobile-driven tech, such as its "pizza tracker" service and tests of self-driving delivery in Miami in a pilot program with Ford Motor and Postmates. Domino's in April released a mobile game to highlight how people can order via phone, online or in store and let loyalty customers win points that can be redeemed for free food. The company also upgraded its ordering system with a voice recognition feature powered by artificial intelligence to automate pizza orders made by phone. Domino's this month reported Q2 2018 revenue growth of 24% from a year earlier to $779.4 million, missing the $784.6 million investors had expected, per CNBC.
