The campaign seeks to encourage consumers to sample non-pizza menu items.
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.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
In addition to ClickZ and Search Engine Watch, Lisa's 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.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT