You’ve probably spotted the Domino’s Pizza Holdouts TV commercials that highlight the pizza chain’s efforts to get everyone to try their new pizza. The company has just launched a complementary social media campaign to encourage fans to spread the Pizza Holdouts message.
The goal of the game is to hunt down friends and place a “bounty” on them via the Taste Bud Bounty Hunter game. For each bounty placed, the friend in question is gifted with a coupon for a free pizza (with purchase of a second pizza). The bounty issuer also gets a coupon in turn (first time only). Should the friend order with your coupon (before any others), you “capture” their taste buds. After ten captures, you’ll earn a coupon for a free large one-topping pizza.
The ongoing challenge will reward the bounty hunter with the most taste bud captures by June 27 with free pizza for a year (one $20 gift card each week). There’s also six-month and three-month free pizza prizes up for grabs as well as other small prizes.
The site — while nicely tied-in with the overall Pizza Holdouts campaign — has its shortcomings. Even though you connect your Facebook account to access and use the Taste Bud Bounty Hunter game, there’s no way to place a bounty by selecting a Facebook friend. Instead, manual entry of name and email address is required. Plus, for each bounty you place, an update is automatically posted on your Facebook profile, whether you want it to or not.
The Domino’s-branded game is more kitsch than ingenious. It also is more focused on engineering virality over incorporating fan feedback the way Mountain Dew did with their DEWmocracy campaign. At the end of the day, though, the promise of free pizza, rewards and coupons may be all Domino’s needs to attract interest and win over the last remaining pizza holdouts.
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