The pizza chain has created a consumer blog to house all its branded content including posts, widgets, downloads, competitions, infographics, videos and pictures. The hub, developed by Arena, will also allow fans to post comments and share content via its live Instagram and Twitter feeds.
Additionally, visitors will be able to visit a vouchers page where they can access the latest online deals.
Domino’s hopes the platform, which is hosted on a subdomain so it does not interfere with the ecommerce site, can increase the number of search terms Dominos.co.uk will be found under. The focus on best-practice SEO aims to increase the number of people engaging with the brand through organic search.
Nick Dutch, head of digital at Domino’s, says: “As a brand which has built up a huge social media presence, we’ve seen a lot of success with online content projects in the past – and they work hand-in-hand with online ordering.
“Hosting all content on one destination was a natural next step. We know the value in bringing fresh and interesting content to our audience and the blog will be easy and quick to update, and will allow for all-important customer feedback.”
Domino’s has been vocal this year about its bid to become a media owner capable of driving orders through its own paid channels. It launched an online football sitcom in March, which it claims has generated around one million views and a 15 per cent jump in frequency of purchase among viewers in the months since.
The pizza chain has also struck tie-ups with TV shows such as The Simpsons, Britain’s Got Talent and X-Factor in the past in an attempt to “own” the Saturday night TV viewing experience.