Domino’s Pizza is ramping up its online strategy with a series of initiatives that aim to improve brand awareness and sales.
The pizza delivery brand rolls out a joint sales promotion with eBay next week which takes the form of a co-branded auction shop. The site will give eBay users the chance to bid for limited edition offers including a year’s supply of pizza, a film cell from the Domino’s Simpson’s television campaigns and money-off vouchers. All proceeds from the site will be donated to the Special Olympics charity, which offers children and adults with disabilities year-round training and the chance to compete in 30 Olympic-type summer and winter sports.
The auction is to be supported by an online advertising campaign that enables ads to display a real-time update of bid prices from the top three auctions about to finish.
Domino’s is also opening the first of a series of virtual shops in Second Life as it attempts to use the platform as another brand-building tool and sales channel.
The online marketing push targets 18- to 35-year-olds and is part one of a long-term strategy that involves Domino’s opening multiple franchises across Second Life and increasing its online branding presence. Domino’s will also offer money-off codes and coupons through its Second Life stores, to be redeemed online and in-store.
Domino’s generates 15% of sales online, a sector it says is set to increase by more than 50% this year.