According to the Fun Facts on Domino's website, the breadsticks it introduced in 1992 were the pizza chain's first national non-pizza menu item.
Twenty-one years later, Domino's has launched its Domino's Dares campaign to push other non-pizza items customers might be reluctant to try, acknowledging it could be scary to sample something other than pizza from a pizza place.
However, the brand is taking a casual approach to online promotion, posting videos on YouTube with little fanfare on other networks.
Domino's current TV spot urges customers to try something different -- i.e., not pizza -- to support its choose-any-two-or-more-for-$5.99-each promo for menu items like sandwiches, pastas, cheesy bread and chicken.
In the spot, a Domino's assistant manager takes a ride on a slingshot after asking a customer to face her fear by trying something different from Domino's $5.99 menu. The Slingshot Screamfest video has about 7,300 views since it was posted February 11.
"There were some outtakes and additional footage -- almost like DVD extras, if you will -- of a few other Domino's team members who took part in the commercial shoot facing some additional fears that weren't part of the national TV spot," says Domino's rep Chris Brandon.
"All in all, this additional Domino's Dares footage is just something that we thought our fans and customers would enjoy seeing, as a complement to the current national campaign," Brandon says.
Indeed, aside from a single tweet on February 11, @Dominos, which has 162,000 followers, has not mentioned the campaign further. And while its Facebook cover photo includes a sandwich and cheesy bread, there's no recent push to its 7.9 million followers there either.
Crispin, Porter & Bogusky developed the campaign. A CP+B rep referred to Brandon for comment.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
December 12, 2013
1:00pm ET / 10:00am PT