Dive Brief:
- Domino’s Pizza is live streaming "Ferris Bueller's Day Off” for free on Facebook Live for its first National Movie Night in partnership with premium network EPIX, per a joint press release.
- The live stream will happen Sunday, June 11, in celebration of the anniversary of the film’s release on June 11, 1986. As part of the free live stream, Domino’s will also offer a 20% off discount code that could increase as more people view the live stream. Additionally, anyone who places an order between June 12 to 25 will receive a free 30-day trial of EPIX.
- In March, Domino’s first tapped Ferris Bueller for a TV campaign showcasing its order tracker technology that recreated a famous scene from the movie.
Dive Insight:
Domino's latest effort is an innovative use of Facebook Live. Although Facebook’s policies for the feature stipulate live content, and the platform has frowned on use of static images or pre-recorded content that's not incorporated into something like a news report, Domino’s and EPIX ostensibly received a waiver to stream a classic film via the platform. Given Facebook’s interest in premium video content, it likely jumped at the chance to stream "Ferris Bueller's Day Off” on Facebook Live as a way to introduce more consumers to its video offerings.
The campaign helps solidify the connection between Domino’s months-long TV campaign with Ferris Bueller and the brand's efforts to connect with tech-savvy consumers, with the tech push helping it land on a list of the year's most valuable brands.
The live stream on Facebook looks like a sound strategy given a recently released report from WPP’s Kantar Worldpanel and Facebook that found exposure for a brand on both TV and Facebook led to a 29% increase in likelihood to purchase. That study looked at TV spots and video ads. Domino’s will be testing this correlation in purchasing behavior with TV spots and a sponsored feature film.
