Domino’s Pizza is repairing US roads in a nationwide campaign to protect pizzas from a bumpy ride home.
“Paving for Pizza” is a new campaign by Domino’s Pizza that offers carry-out specials but warns of the dangers of potholes on the way home. To further illustrate how a turbulent car ride can negatively impact a consumer’s pizza cargo, a dedicated microsite puts a camera inside a pizza box and lets users simulate the impact that potholes and poor road conditions have. Users can select road conditions mild, moderate, critical and catastrophic. “Mild” road conditions are the only setting that allows a pizza to arrive unharmed, according to the simulation.
To further drive the message home (no pun intended), Domino’s has coordinated with four different municipalities to make road repairs in Bartonville, Texas, Milford, Delaware, Athens, Georgia and Burbank, California. Domino’s donated funds to each municipality to help stretch their road repair budgets and allow for problem roads to be fixed more quickly.
“This was certainly a new type of opportunity for us,” commented Stephen Bailey, program development coordinator for Athens, GA.
Potholes were repaired using Domino’s-branded equipment and road signs as a result of these unique brand-city partnerships. In Burbank, for example, the partnership fixed five potholes and repaired one road. In Bartonville, Texas, the partnership fixed three roads and eight potholes.
To let the public know they were involved, the fixed potholes in each city were spray painted with a Domino’s Pizza logo and the words, “Oh yes we did.”
Consumers can enter their zip codes on the microsite to nominate their own town for repairs, as well. If their town is selected, the customer will be notified and the city will receive funds to help repair roads so pizzas make it home safely. The brand is also pushing a carry-out special that offers large three-topping pizzas for $7.99 each.
Domino’s has explored a number of “outside the pizza box” marketing ideas lately, including a partnership with Google Assistant that allows it to speak directly with the brand. Domino’s Pizza introduced ordering through Google Home back in 2016. This new feature introduced in May will allow Google users to say things like, “Hey, Google, order my usual from Domino’s” instead of “Okay, Google, talk to Domino’s.”