It’s a great time of year for food lovers in the country. Domino’s India has updated its menu. The pizza chain has added 10 new flavors, with five for vegetarians and five for non-vegetarians. With fun names like Chicken Dominator, Seventh Heaven, Veggie Paradise, Spice Chicken Tango, and Cloud 9, the brand released a series of three TV commercials that are catchy enough for customers to start memorizing the new flavors.
One of the commercials takes place at a racetrack featuring a horse with the number 7. Next, we see a man relaxing with a head massage at a salon. Then, we cut to the same man still enjoying his head massage, but now he’s riding horse number 7 with the massager beside him. Throughout this, the voiceover seeks to connect with “yeh seven…yeh heaven…yeh seventh heaven..yeh combination tho bakwas hai…lekin..” while ultimately introducing the Seventh Heaven flavor and discussing Domino’s updated menu.
The other 2 films are equally quirky and in line with the objective of promoting the ten new flavours.The pizza brand has also leveraged social media in addition to TV, with some fun contests for the online community. The idea is to create as much buzz and engagement around the new flavours and their quirky names.
The below screenshot is the #PizzaPictionary contest on the Domino’s Pizza Facebook page. One has to guess the new pizza flavour correctly in the comments and also be the last to comment, for a chance to win brand vouchers. Though a ‘forced’ fan engagement, the brand has managed to garner a massive number of comments on this type of wall posts, with users hampering over each other to be the last one to comment.
The other engaging activity is the Ten-on-Ten Friends contest on Facebook that capitalized on gaining ‘likes’ and spreading socially. To participate, one needs to upload their picture with at least 10 friends on the Domino’s Pizza Facebook wall and tag all of them. These pictures will be shortlisted and put up for garnering ‘likes’ for the day. The person with the most likes wins Domino’s vouchers and ten friends get a chance to win a Domino’s treat with the ten new pizzas.
The Domino’s India Twitter page also started doing its bit to make some noise. It launched the #TenonTen contest where users had to guess the new flavour being referred to. Clues to the menu on the Domino’s website were also shared, making it amply easier to participate.
#TenOnTen Q9. Guess the new Domino's Pizza 3. SPICY T_IP_E T_NGO ( Clue: http://t.co/RJzFDuDD21 ) pic.twitter.com/VJ9hBD1NO4
— Domino's Pizza India (@dominos_india) June 27, 2014
Highlight on the new flavours
Domino’s India needed consumers to be acquainted with each of its new flavours. The campaign, in a nutshell, has managed to do that – at least I know the names of a few flavours already and what are the toppings. Both the popular platforms of Facebook and Twitter have been sharing content around the flavours and gratifying users for guessing them correctly. The emphasis on the flavours and the number ’10′ adds further to the brand communication, along with driving engagement. The campaign has also managed to deepen Domino’s association between friends and pizza.
The only problem I see is so many folks complaining about not receiving their vouchers won at an earlier contest. Campaigns with simple contests that increase brand engagement need to ensure the fan base is happy too. Brand affinity can only be built on real and long term engagement.