Domino’s Pizza UK is seasoning its pie offerings on social media with a new “From Dough to Door” campaign and a Snapchat channel. Domino’s short film plays for 24 hours as a Snapchat Story and follows a driver who encounters obstacles—including an alien invasion—as he strives to deliver a pizza.
Domino’s UK is offering viewers a sequence of random letters that contain a discount code redeemable for an online order. The promotion codes also appear across its Facebook and Twitter channels.
No stranger to social media, Dominos was the first brand to use Tinder as part of a Valentine’s Day push in 2015 and its “Tweet to Eat” campaign let fans order pizza by sending an emoji. Its “Greatness” positioning follows its “Pizza Legends” campaign where users created more than 385,000 unique pizzas.
Domino’s Australia, meanwhile, has been active on Snapchat since 2013, including this promotion, which earned a spot in the article “5 Awesome Snapchat Marketing Examples.”
With over 7 billion stories viewed daily and 100 million global monthly active users, according to Bloomberg, Snapchat is growing faster than any social media and messaging app.
Snapchat delivers the value-add of surprise, reports Social Media Examiner. Brands such as Heineken, Mountain Dew, Lilly Pulitzer and Red Bull have all used the social network to promote special events and campaigns. Red Bull, for example, teamed up with Canadian snowboarder and X Games gold medalist Mark McMorris, who took fans surfing in San Diego and snowboarding at Big Bear.
brandchannel initially covered Snapchat in 2013 as it became the world’s first time-limited photo-sharing application, predicting that if SnapChat was an indicator of things to come:
“The face of future social media will include a mash-up of content ownership and monetization, freedom from embarrassment, freedom to embarrass, one-to-one personalized communication, and at the end of the day, a feeling that the individual has some control over the Internet and mobile devices—even if it’s just for 10 seconds.”
Since then, Snapchat has grown up to a 24-hour lifespan and is delivering on its promise.