The pizza maker is renewing its deal with the broadcaster for the second consecutive year as part of wider efforts to drive impulse sales around popular TV shows and gaming. Domino’s has previously vowed to invest more in exploiting the trend of “second and third screen viewing and upcoming Arena-planned advertising with ITV will see it test out ways of converting user engagement into sales.
Domino’s will run several interactive campaigns throughout the upcoming X Factor series using the media owner’s second-screen ad format Ad Sync. Users will be able to play the games during ad syncs timed for when the commercial break begins. Players are rewarded with prizes including money-off vouchers stored in a new wallet feature built into the app.
The wallet feature aims to encourage fans to stack up their vouchers with Domino’s hoping to lift the number of orders from the initiative. Despite strong engagement last year with 63 per cent of the app’s users playing the games, less than a fifth (18 per cent) claimed the voucher.
The app will also host an Iris Worldwide-created hub to receive additional content and offers.
Simon Wallis, sales and marketing director of Domino’s, says dual screening is a pivotal platform to dominating the Saturday evening “key” family-dining occasion.
It is likely many of the promotions and rewards will look to push its sides and desserts after the business revealed last week (29 June) each customer was purchasing more food per order in the first half of the year.
“Mobile is developing as our most important sales channel and as second screen behaviour becomes normalized, we’ve seen how it is the glue that turns the traditional ‘lean back’ of TV to an immersive and interactive experience; a Big Night In.”
ITV is pushing Ad Sync to brands and media planners as the “new advertising medium” following a string of successful campaigns from brands such as Asda, Strepsils and Specsavers.