Domino's Paving for Pizza campaign proves 'people are very passionate about potholes'

The pizza chain's effort was so successful that it has decided to launch a second phase of the campaign.

Company: Domino’s Pizza
Campaign: Paving for Pizza (Phase One)
Agency mix: In-house (PR), Crispin Porter & Bogusky (advertising, website development)
Duration: June 11- August 28, 2018

Domino’s Pizza successfully waded into pubic infrastructure support with Paving for Pizza, a new project aimed at helping cities across the U.S. repair potholes to ensure pizzas make it home safely.

Strategy
Planning for the campaign began in early 2018.

"The core of this idea came from what we have heard from our customers: bumps and potholes in the road that cause customer anxiety about pizzas getting back to their home safely," explained Jenny Fouracre-Petko, director of PR at Domino’s. "Our goal on the public relations team was to tell the story of this program and drive nominations to our microsite."

Outreach efforts focused on using social media to stimulate an organic conversation and drive awareness of the campaign, as well as capture the attention of national consumer outlets.

Tactics
The team created a microsite, www.pavingforpizza.com, so people could directly nominate potholes in their town for repair.

In addition, the brand ran pilot programs of the campaign prior to official launch in Bartonville, Texas; Milford, Delaware; Athens, Georgia; and Burbank, California.

The campaign team issued a press release over national wire on June 11, announcing the effort and providing a link to the microsite where people could nominate their town to receive a paving grant from Domino’s.

In the coming days, the brand began pushing visuals and short-form video content across social platforms.

The cities that won a paving grant received a box of Domino’s assets that they could choose to use during their paving project, including stencils for marking the potholes, stickers and magnets for the paving equipment, signs for the side of the road near the paving, and a Domino’s gift card for the paving crew. Although not required to do so, many cities decided to use the assets during paving projects.

"This idea touches everyone, and this program will impact people’s daily lives in a very real way; I believe that’s why it has resonated so strongly," added Fouracre-Petko.

Results
In its first week, the campaign garnered 35,000 organic mentions on social media. To date, the campaign has received more than 54,000 social media mentions, measured across all platforms.

"What was interesting on social media was that this program sparked a lot of viral discussions about potholes and road repairs; people are very passionate about potholes," said Fouracre-Petko.

In addition, the campaign caught the attention of top-tier national media, including USA Today, NBC’s "Today" show, "The Late Late Show with James Corden," Bloomberg, and the Washington Post.

The Paving for Pizza campaign led to more than 137,000 nominations from 15,275 zip codes in all 50 states. The first phase of the campaign saw more than 20 cities receiving grants to execute paving projects.

The campaign was so successful that by the end of August the brand decided to launch a second phase of the campaign which aims to facilitate at least one paving project in all 50 states by the end of 2018

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