Snapchat as a Digital Marketing Platform for Domino's
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case is Domino's, a leading pizza brand in the UK. Domino's is known for its innovative approach to digital marketing and mobile advertising. The brand has a strong online presence and has previously seen success with its 'Pizza Legends' campaign, which allowed users to create their own unique pizzas online. Domino's is always looking for new and exciting ways to engage with its customers and enhance their experience with the brand.
The Challenge
Domino's, a leading pizza brand in the UK, was looking to bolster its social media presence and further enhance its digital marketing strategy. The brand was already successful with its 'Pizza Legends' campaign, which allowed users to create over 385,000 unique pizzas online. However, Domino's wanted to continue its innovative approach to mobile advertising and deliver 'Moments of Greatness' to its customers throughout 2016. The challenge was to find a new, engaging platform that would allow Domino's to connect with its customers in a unique and exciting way.
The Solution
The solution was to launch Domino's on Snapchat, a popular messaging service. This was the first time any UK pizza brand had used Snapchat as part of their digital marketing strategy. A short film titled 'Dough to Door' was created and shot entirely within the Snapchat app. The film, which was available on Snapchat for 24 hours, followed the journey of a delivery driver who finds himself amidst an alien invasion on his mission to deliver pizza to a customer. Throughout the film, viewers were shown a sequence of random letters that contributed to a unique discount code. This code could then be used when placing a Domino's order online, providing an interactive and engaging experience for customers.
Operational Impact
Quantitative Benefit
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