Domino’s Revives ‘Emergency Pizza’ Campaign

Domino’s is fueling gaming sessions and solving beauty emergencies with a novel buy one, get one free offer in the second flight of its “Emergency Pizza” campaign from agency of record WorkInProgress.

Domino’s Rewards members who spend $7.99 or more through Jan. 19 will receive an offer in their account for a free medium, two-topping pizza. The chain is also running several brand partnerships to suggest emergencies that the deal can solve.

Domino’s will make its gaming debut as one of the initial partners of The Glitch, a world within Fortnite developed for branded collaborations with Twitch streamers.

Starting Oct. 14, players will be able to compete for control of a Domino’s storefront on a custom “Red vs. Blue” map, where they can collect an emergency pizza to fully restore their health. Gaming influencers will explore the experience in their live streams.

The company is also partnering with nail brand Olive & June to solve beauty emergencies, offering a limited-edition manicure kit that includes red and blue nail polishes, a quick dry top coat, and pizza topping nail stickers. The kit and three pizza-themed press-on nail designs will be sold through oliveandjune.com starting June 17.

Free pizza to the rescue

The clever marketing around a conventional BOGO deal proved highly successful when Domino’s introduced it last year. The campaign brought in millions of new members to the loyalty program, reengaged inactive customers, and contributed to a 2.8% increase in same-store sales in Q4 2023, according to WorkInProgress co-founder and chief creative officer Matt Talbot.

“We tapped into Domino’s belief that a free pizza can fix just about anything and emphasized the power of what a free pizza can do,” Talbot said. “This led us to look at different categories from gaming to entertainment and more, all of which already have such a strong tie to enjoying your favorite pizza.”

Domino’s will extend the program by partnering with a major entertainment brand in the next few months.

CREDITS

Client: Domino’s
Chief executive officer : Russell Weiner
President, U.S. & global services: Joe Jordan
Senior vice president, chief brand officer: Kate Trumbull
Vice president, marketing: Lindsay Hettling
Director, advertising: Elaine Philippart
Director, national calendar and activation: Jorge Sanabria
Associate manager, advertising: Gaby Del Cueto Luna
Manager, advertising: Katie Pohlman
Senior director, communications: Jenny Fouracre-Petko
Manager, public relations: Danielle Bulger
Specialist, public relations: Katelyn Mcquillan
Manager, brand media: Danielle Stevens
Director of media: John Hughes
Associate media manager: Jordan Shipman
Senior manager, digital performance media: Toni Morris
Associate manager, digital marketing: Nick Azzopardi
Associate manager, advertising: Lori Hissick
Associate social media manager: Lauren Bryden