DOMINO'S ORIGINALS: LOLITO

TitleDOMINO'S ORIGINALS: LOLITO
BrandDOMINO'S PIZZA
Category B04. Excellence in Partnerships in Talent
Product/ServiceDOMINO'S PIZZA
Entrant ARENA MEDIA Madrid, SPAIN
Idea Creation ARENA MEDIA Madrid, SPAIN
Media Placement ARENA MEDIA Madrid, SPAIN
Production WEBEDIA Madrid, SPAIN
Credits
Name Company Position
IÑIGO DE LUIS ARENA MEDIA HEAD OF STRATEGY
LAURA RAMOS ARENA MEDIA DIGITAL ACCOUNT MANAGER
ELENA LOPEZ-BREA ARENA MEDIA ENTERTAINMENT ACCOUNT MANAGER
PEDRO AMPLE WEBEDIA Creative Director
MARIA SUBINAS WEBEDIA ACCOUNT MANAGER
ELSA POVEDA ARENA MEDIA Communications Manager

Why is this work relevant for Entertainment?

Because we are using entertaiment not just for the sake of entertaining but for a broader purpose, a more profound one. Our mission is to debunk the negative ''Gamer'' Stereotype and positively contribute to impeeding Egaming from losing its soul, identity and becoming just another business of companies and shareholders who have no connection with the fans. We are using Entertainment to safeguard and celebrate the authentic motivations that move every kid when they start playing: having fun and enjoy playing.

Background

In 2014 we set ourselves a goal: to turn Domino’s into the pizza for gamers. An objective that we have achieved and that has allowed us not only to win the heart of the gamers but also new consumption opportunities. But it has also meant acquiring a new commitment to them. Because when Domino’s enters into something, it is to stay and add value to the territory. Esports have grown a lot since we entered 5yrs ago, which is very good news. But, yes, there is a “but” - the big figures, the big leagues and the big broadcasts are eclipsing what makes this sport really great and sustainable, and that is the desire of young people of any age to start playing. That is why our brand objective is to keep alive that illusion that all gamers, professional or not, feel and felt when they started playing video games

Describe the creative idea

So, we decided to take a trip to the origins of gaming, that moment when playing was the most important thing. A video game, friends, pizza and many hours of fun. That is why we launched Dominos Originals, a branded content in the form of a documentary series to get to know the more human side of those who today are professionally engaged in gaming but who one day were boys and girls who were just beginning to discover their passion.

Describe the strategy

Thus, to give visibility to that purest gaming spirit and activate the conversation, we used the voice of a big brand such as Lolito (Fortnite's most subscribed Hispanic streamer), to tell the story of the person behind him. That story that the gamers were willing to hear and that they were not going to stop talking about, and thus show that even professionals are still competing to keep the dream alive.

Describe the execution

The main piece was a documentary. In 30 minutes, Lolito reviews its origins as never before: its childhood, its beginnings with video games, its great moments, but also the toughest ... the most intimate Lolito for the audience to reconnect with the highest human values of the gaming. To publicize the project, we used Lolito's audiences exclusively. Thus, we launched a teaser and later a trailer from its Twitter and IG and the expectation was unleashed causing the main sectorial media to wonder what the project would consist of. Later we organized a Premiere at the Kinépolis cinemas in Madrid. Tickets were sold out in 40min. Fans were able to photograph themselves with their hero and have the opportunity to try the new Domino’s Roll Extra. Finally, the online premiere was released from Lolito’s YouTube channel the next day, becoming a trend on YouTube, making the main gaming media talk

Describe the outcome

The project got more than 3M views from the main piece on YouTube and another 2M from the teaser and trailer pieces. In addition, the Engagement Rate of the main content was higher than 11%, when the average of the rest of the contents of the Lolito’s channel is 6-7%. The project had an impact on sectorial media valued at € 300k (2.7 times the total investment of the project), allowing Lolito and other gamers participating in the documentary to show an image which is in contrast with the classic stereotype that many people have of gamers and, more importantly, we managed to tell a motivating story so that the base of young players will continue to grow.