Twitter Campaign - Domino's Lets Do Lunch

URL: http://xcitedigital.com/insights/dominos-letsdolunch-campaign/

   Domino's UK launched a campaign on Twitter to promote their pizza. The event lasted until lunchtime and was a massive success for the company. The premise was to have twitter users post tweets containing a hash-tag. For every tweet made containing this hash-tag, the price of a pepperoni pizza would be reduced by a penny. Due to the tempting premise of this campaign, the price of the pizza dropped from £15.99 to £7.74.

   The campaign focused on a popular pizza, the Pepperoni Passion, to catch the attention of customers. A single tweet results in a barely-noticeable price-difference, this gives many users a greater incentive to participate – to place an order at a cheaper price. With a significant number of tweets, the pizza's price would be very appealing to a wide range of people. The reduced-price only lasted a day, which led to many customers buying the pizza simply because of the discount.

   A single tweet including the hash-tag “#letsdolunch” will contribute towards lowering the pizza's price. Followers who see the tweets will also be inclined to participate. this will lead to a significant number of people using the hash-tag – perhaps telling friends and family about the discounted pizza.

   All they needed to do to attract an audience was to have the customers all chip-in online for a 54% discount on a large pizza. Domino's gained a large portion of free advertisement, with over 80,000 tweets containing the hash-tag. Along with a boost to sales, Domino's also amassed quite a lot of popularity and followers after the short campaign. This worked out well for the company, as Twitter's target-audience are male teenagers. As they directed people on twitter to Facebook for more information, this led to the Facebook account getting attention directed towards it too.