The “Pizza Quest” six-second Twitter videos are directed by high profile Viners Huw Samuel and Leslie Wai (see above), who have over 120,000 followers between them. The videos document the couple’s search for the ultimate slice of pizza, following them as they overcome quirky obstacles along the way including a “Pizza Wizard”.
The first film in the monthly series launches today (29 October) and Domino’s says there is scope for more should it prove popular. The videos are hosted on both the Viners’ pages as well as on Domino’s blog.
The blog launched 12 months ago as Domino’s outlet for more content. Rather than just being focused on driving engagement, the pizza chain is using the blog to push its organic search results ahead of rivals. Its work through Vine will lift organic reach, allowing it to dip into the platform’s growing userbase.
Vine videos’ six-second nature has proven fertile ground for comedy but the disposable nature of the platform has also made it difficult for marketers to properly master. It is why Domino’s along with brands such as Coca-Cola and General Mills, have tapped Vine stars to ensure their efforts cut through to users.
Rupal Patel, digital campaign manager at Domino’s Pizza Group, says: “We’re always looking for innovative ways to not only produce content, but also ways in which we can distribute it through paid, owned and earned media. We’ve seen great success with our social and content strategy throughout 2014 and using influencers to not only promote but also create content with us is an exciting next step.”
The partnership, brokered by media agency Arena, reflects the brand’s ambition to produce more branded content moving forward. Earlier this year, Domino’s told Marketing Week that changes to improve the timelessness of content were being made in order to free-up resources to elevate future efforts.