The campaign, which will include TV ads, digital and social media activity, will promote Domino’s recently launched Gourmet range. The partnership will also be promoted in all Dominos stores.
The gameshow, developed by Cowell’s Syco production company and fronted by Ant and Dec, starts on Saturday (3 September) and will air every night for a week. It offers contestants the opportunity to win £1m by selecting Red or Black on a roulette-style wheel.
Domino’s will run a promotion alongside the TV show offering viewers the chance to win a “gourmet lifestyle” including a trip to Las Vegas in a five-star luxury hotel.
Domino’s announced its sponsorship of Red of Black? in July. It has previously sponsored Britain’s Got Talent. It has also sponsored The Simpsons but was forced to end the deal after Ofcom ruled it was in breach of regulations regarding promotion of foodstuffs high in fat, salt and sugar.
Simon Wallis, sales and marketing director for Domino’s, says the Red or Black sponsorship will help Domino’s achieve its goal of widening the brand’s appeal and reach “new and existing” customers.