Domino’s pre-Super Bowl loyalty promotion will mess with your head. And that’s its brilliance. In a world full of loyalty discounts and bonuses, this one is unlikely to be overlooked or forgotten. Even during the Super Bowl ad frenzy.
Which is also part of the cleverness of the campaign. The Super Bowl is one of pizza eating’s high seasons. Dominos doesn’t have to pay millions of dollars for a Super Bowl ad. Agency Crispin Porter + Bogusky has created the online campaign promoting the program. A 15-second version of the commercial will run on TV.
The program, which runs for the next 12 weeks, rewards people for eating competitors’ pizzas for the next twelve weeks. In Points for Pies, customers use a mobile app to take pictures of any pizza and score reward points. The app’s AI-powered tool authenticates each picture – and it allows a lot of latitude as to what a pizza actually is – then rewards the sender with 10 points. Achieving 60 points unlocks a free medium two-topping Domino’s pizza.
The program gives Dominos the opportunity to get people to try their pizzas and gives people that chance to get a free pizza just for loving pizza.
Points for Pies details are spelled out on the campaign website.
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BRB, drooling over this pizza (even though it didn’t come through our oven).
