Slice of the market / Domino’s in the US sells nearly 2 million pizzas on Super Bowl Sunday, which is 40% more than a regular Sunday.
And while Domino’s is the leader in the quick-service pizza market (with a 14.2% share in 2017), almost every pizza business does roaring trade during the big game. Coupon website RetailMeNot.com claims Americans purchased 12.5 million pizzas on Super Bowl Sunday 2016, while food website Delish states that, on average, pizzerias across America experience a 35% sales uptick on the day.
Points For Pies acknowledges that customers are not generally loyal to one pizza brand but provides them with a no-strings-attached incentive to download the Domino’s app and join its rewards scheme.
‘It gives people an opportunity to engage with our brand with no risk and our goal is to keep them and earn their loyalty’, Kate Trumbull, Domino’s advertising vice president told Ad Age.
Off kilter but on brand / The campaign also uses Domino’s Oh Yes We Did slogan, which the brand reserves for its best brand action work. Typically, work bearing that slogan communicates Domino’s obsession with pizza perfection and the extreme lengths to which it will go in pursuit of that goal. While Points For Pies deviates from other campaigns bearing the Oh Yes We Did strapline, it is still an idea that promotes Domino’s passion for pizza—no matter where it comes from—and it makes a powerful headline.
CP&B told Contagious that it evaluates all its ideas by reviewing them in a press release format, to ensure that they are strong enough to earn media by themselves.
As Burger King showed at the end of 2018, trolling a rival is an effective way to earn exposure, which it put to good use to drive downloads of its app. Domino’s will hope that it can do the same but by embracing, rather than trolling, its rivals in a newsworthy way.
