The ads will run across mobile and online gaming platforms, as well as Facebook, using mobile QR codes integrated into non-clickable in-game banner ads.
Instead of interrupting game play with a call to action, the QR ads are activated when users scan each code with their mobile phones – enabling them to order a pizza from Domino’s e-commerce site.
Activity will run across a number of online PC games, including Counterstrike and Battlefield 2142. Clickable perimeter boards will also feature across all La Liga matches in the popular Football Manager 2011 game.
In addition to in-game, the QR codes will feature in a range of Domino’s Pizza print ads, including The Sun, News of The World, The Mirror, The Star and Metro.
Alongside the games, Arena is also targeting football fans using social media with the Spanish Sizzler campaign.
Messages referencing the new menu item will be seeded across the Facebook feeds of several high-profile Premier League Spanish footballers, including Fernando Torres, Cesc Fabregas, Manuel Almunia, Jose Manuel Reina and Mikel Arteta.
A pre-roll video will also feature across MSN Messenger online game loading screens, allowing Domino’s to drive even higher interaction rates.
The campaign has been devised by Arena Media and runs until the end of March.
Domino’s has just signed a deal with motorway services operator Moto to open roadside eateries.
This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.