AOL UK and Domino’s Pizza have signed a joint marketing and distribution agreement.
The leading Internet service provider and pizza delivery company will offer co-branded software and online pizza ordering to members of AOL’s UK service.
Domino’s will distribute the software with food orders delivered or collected from its 206 UK outlets.
Domino’s customers who sign up for AOL’s UK service will be offered a 24-hour trial with free subscription and telephone charges. They will also receive “exclusive” offers from Domino’s through a range of online promotions.
AOL members will be able to order pizza online from Domino’s menu by typing the “one-click” AOL keyword “Pizza.” Domino’s says it should be able to deliver within 40 minutes of receiving the instruction. The AOL keyword feature will go live in mid-August and be promoted in all of Domino’s offline advertising.
“We were the first UK pizza delivery company to introduce nationwide online ordering,” says marketing manager Anna Taylor-West. “As the UK’s leading interactive services company, AOL UK is an ideal partner for us as we can build on that market-leading strategy.”
AOL UK managing director Karen Thomson says: “This agreement between two of the UK’s strongest and well-known family-oriented brands…marks another creative innovation”.
Domino’s, which delivered 9.3 million pizzas in the UK last year, will be extensively promoted across AOL UK’s other online brands CompuServe and Netscape Online.
Promotional material will be “prominently positioned” at the point of sale and AOL software will be available in all Domino’s outlets.
The two companies have also agreed on a range of joint marketing and promotions campaigns, including the delivery of promotional literature to 19 million UK homes.
AOL has recently signed co-branding deals with Carphone Warehouse, ITN and – through Netscape Online – Electronics Boutique.