Domino’s unveils football-themed ad push

Domino’s Pizza is unveiling an integrated football themed campaign to co-incide with the World Cup, which will include its first use of in-game advertising.


The campaign will launch today (11 June) ahead of the World Cup opening ceremony later this afternoon and has been created by Arena Media. It will feature on TV, radio, social media and in-game activity.

A Domino’s TV campaign showing the Pepperoni Passion will break on ITV1 tomorrow (12 June) before England’s clash with the USA with a 30-second spot encouraging viewers to order a pizza before kick off for delivery at half-time.

On radio TalkSport Domino’s will run 30-second spots before, during and after all live matches across the tournament.

The company will also utilise in-game advertising in a bid to target 16 to 34-year old males playing a range of sports and racing titles on the PlayStation 3 (PS3) console including NBA 2K10, Superstar Racing and Mx vs ATV Reflex. Ads will be shown to PS3 gamers who are connected to the internet.

On the day of the World Cup Final (July 11), Domino’s Pizza will also take over all ad and sponsorship spots in football game Pro Evolution Soccer 2010.

Online, Domino’s will target the company’s 31,000 Facebook fans, with an England squad look-a-like competition. Weekly winners will receive a free pizza voucher and after four weeks the public’s favourite look-a-like will win a pizza party worth £100. There will also be an online ’keepie uppie’ game, offering discount codes for use on the Domino’s website as prizes

Facebook fans can also win a free pizza during every England match. When England scores the fan that posts the name of the player who scored on Domino’s Wall first wins a free pizza.

Karen Houghton, marketing executive for Domino’s Pizza, says: “The home is our point of sale, so big TV events that keep people at home are good for our business and a football match is an ideal time for a product, such as pizza, that’s made for sharing. We’re always looking for innovative ways to engage with our customers and these platforms have given us a great way to put a bit more Pepperoni Passion into people’s lives this summer.”

Marketing Week revealed former sales and marketing director Robin Auld was leaving Domino’s Pizza after six and a half years in January. The pizza company has poached Papa John’s UK marketing director Simon Wallis to replace Auld.

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