Dominos
It is one such company that has taken full advantage of online marketing. Domino’s Pizza always sets a standard for others when it comes to advertisement.
After getting success with the “tweet-to-eat” campaign, the company came up with an idea of the campaign “Domino's’ Anyware” that lets customers order Pizza through any app. With this new integrated system, customers can order through Google Home, Facebook Messenger, smart TVs, smartwatches, tweets, or Domino’s Zero Click app. It has a great innovation system to create excellent customer engagement and gives the availability of sales anytime and anyplace. This also lets Domino’s earn a significant publication in top magazines such as Forbes, CNet, etc.
This new ordering technology generated 2 billion earned media impressions, and DominosAnyWare.com received over 500k visits. You will be amazed to know that the Domino's AnyWare television campaign generated 10.5% year over year sales growth for the brand.
Dominos Campaign Media Strategy
As TV is still the most effective medium, throughout this campaign, Dominos majorly focused on targeting Television viewers and establishing a massive weekly reach and frequency levels across all target audiences. They have also created and used microsites to make a point for their campaign and to drive awareness of digital ordering. Further promoted these experiences, and brand messages, they used a variety of owned-media channels, including mail and social media.
Note - Video is used only for study purpose (Credit: Domino's)