| Title | DOMINO’S TINDER |
| Brand | DOMINO'S |
| Product/Service | DOMINO’S |
| Category |
F02. RESPONSE/REAL-TIME ACTIVITY |
|
Entrant Company
|
IRIS WORLDWIDE London, UNITED KINGDOM
|
|
Advertising Agency
|
IRIS WORLDWIDE London, UNITED KINGDOM
|
Credits
| Andy Taylor |
Iris Worldwide |
Creative Director |
| Katy Sumption |
Iris Worldwide |
Art Director |
| Fran Mather |
Iris Worldwide |
Copywriter |
| Joe Jacobs |
Iris Worldwide |
Community Manager |
| Alex Milligan |
Iris Worldwide |
Account Manager |
Creative Execution
After setting up a Domino’s profile, we took to Facebook and Twitter to let our fans know to keep and eye out for us on the dating app.
We 'liked' everyone and anyone, so it wasn't long before the 'matches' poured in and the conversations got started.
Pizza-puns were in abundance and the most entertaining ones were rewarded with tasty discount codes, enabling the singles to pursue their love of Domino’s for less.
We didn't want the rest of our fans and followers miss out though, so we used screenshots of the cheesiest chats as part of our social content for everyone else to see and enjoy.
Over just a few days in the run up to Valentine's Day, we 'matched' with 710 pizza lovers and enjoyed saucy conversations with 115 of them.
Those number might not seem groundbreaking but, once we'd used those conversations to fuel our social content, the campaign had seen a potential reach of 234,354 across social channels.
The activity was quickly picked up by the press too and, with our anti-Valentine's Day approach giving this campaign cut through, saw a potential PR reach of 2,261,588.
What's more, by the end of Valentine's Day, the campaign had cost just £0.00008 per impression.
Instead of encouraging couples to cuddle up with a pizza, we identified a feisty and rebellious trait within our Social Snackers that often found singles celebrating singledom on Valentine's Day.
We were also seeing the rise of a new age of dating app, which almost transforms the process of finding a potential partner into an enjoyable pass time.
So we put the two together and aimed to take over Tinder by sparking saucy conversations with as many people as possible.
With entertaining chat at the heart of the activity, we were able to clearly demonstrate Domino's cheeky tone of voice and add value far beyond the price point.