Domino's Pizza / Facebook Live Moves Pretty Fast
This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world
Pizza chain broadcasts full-length film on Facebook Live, offers higher discounts as viewer numbers increase
Domino’s is hosting a National Movie Night on Facebook Live. Working with TV network Epix and agency Crispin Porter + Bogusky in Boulder, the pizza chain is streaming Ferris Bueller’s Day Off on 11 June.
Viewers will be shown a 20% discount code at the beginning of the film, but the brand has also stated that as more people join the livestream the discount could increase (to up to 50%).
Domino’s customers who order a pizza online from 12 June (the day after the film screening) to 25 June will also get a free 30-day trial of Epix’s streaming service.
Contagious Insight /
Ordering occasion / By streaming a full-length film on Facebook, Domino’s has created a situation where it would be natural to order a pizza. It doesn’t take much insight to know that people like eating pizza while watching a movie: Pizza Hut has turned its boxes into projectors, Canadian pizza chain PizzzaPizza has an ongoing 2-for-1 cinema ticket offer with Cineplex and, in the UK, Pizza Express gave a £2.50 ($3.20) film credit from Wuaki.tv to anyone who bought a pizza from its Cook at Home range. As Russell Weiner, president of Domino’s USA, said in a press release: ‘Pizza and a movie is a classic combination – as classic as Ferris Bueller’s Day Off.’
Here Domino’s takes this a step further. As well as creating an occasion – which is more easily accessible than building a projector or redeeming a voucher – it promises a higher discount depending on the size of the audience, giving viewers a good reason to invite as many friends as possible. Viewers will also get a free 30-day trial to a film streaming service if they order another pizza within two weeks of the Domino’s movie night. This could add another order to the pizza chain’s sales list, as well as giving people another 30 days-worth of occasions to have movie nights of their own.
Facebook Live / Over the past few years, Facebook has started to feel less like a social media platform and more like a media broadcaster – and its role in this campaign is no exception. Unlike a traditional broadcaster, however, Facebook Live gives its audience the ability to interact and discuss the content they’re watching on the same screen they’re watching it on. The content isn’t staggered over different time zones either (so it’s lucky it’s happening on a Sunday), which means the whole country could potentially get involved.
This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world. I/O helps anyone in the world of marketing understand why brands are innovating, how they're doing it and with what success.