By Jonathan Mackall
In early May 2015, the official Domino’s Twitter account went silent, save for a bunch of pizza emojis and punctuation. Raising the interest of thousands, Domino’s remained silent for two days on the matter. Finally, on May 14, 2015, they tweeted out a link to a news story detailing their new promotion.
This new promotion, however, wasn’t about some new pizza topping or sandwich- they launched it on Twitter for a reason. Domino’s was on the verge of rolling out a new feature wherein Twitter users could simply tweet a pizza emoji to Domino’s official account, and receive their favorite order via delivery. While this does require some setup on the user’s end through Domino’s website, in the long run it effectively reduces the ordering process to a single tweet (plus a confirmation through a direct message). To quote Domino’s CEO Patrick Doyle, “It’s the epitome of convenience… We’ve got this down to a five second exchange.”
While Domino’s new ordering system may seem gimmicky at first glance, it was made with purpose. According to Digital Training Academy, the company’s goal was to reach the “younger generation of consumers who are used to instant, wordless communication”. With this customer base understanding how to communicate a lot through very little, Domino’s was able to utilize their digital communication prowess and make pizza ordering a one step, no brainer process.
One further benefit of the tweet-to-order system is the fact that it’s public. Ordering a pizza through any other means is effectively a private process. On the flip side, a tweet is inherently a very public form of communication. Thusly, Domino’s gets to enjoy the added benefit of each sale promoting their campaign, raising awareness to each customer’s followers, as pointed out by ComputerWorld.
Domino’s also launched a second half to this campaign which half-jokingly, half-seriously targeted older generations who may not be as “emoji literate”. Through a fake public service announcement posted to YouTube and a separate website, Domino’s attempted to bring in non-digital natives to their tweet-to-order campaign by offering emoji flashcards, which are meant to test and tutor one’s understanding of speaking without words. While the entire ordeal was fairly tongue-in-cheek, they were actually offering physical decks of the flashcards for free.
Overall, the campaign was undeniably a social win. On the first day alone, 500 orders were placed via the tweet-to-eat system. Alongside this, the tweets associated with the campaign all received thousands of likes and retweets, showing clear customer support of the idea. Personally, I see the most genius in the fact that the order is a fairly public ordeal- it’s not particularly often that food purchases can double as free promotion for a restaurant, especially in the digital age. Furthermore, the system is relatively foolproof, as the direct-message verification step makes it more difficult to accidentally pocket-dial yourself a pizza. The only thing I could really think of to improve the campaign would be to expand to Snapchat, given that it’s gained so much traction with the demographic they’re already targeting.
Beck, M. (2015, May 13). Domino’s Pizza Uses Emoji Storm To Tease Twitter-Triggered Delivery. Retrieved from http://marketingland.com/dominos-pizza-uses-emoji-storm-to-tease-twitter-triggered-delivery-128689
Digital Training Academy. (n.d.). Cannes Lions Case Study: Domino’s emoji pizza orders. Retrieved from http://www.digitaltrainingacademy.com/casestudies/2015/07/cannes_lions_case_study_dominos_emoji_pizza_orders.php
Gianatasio, D. (2015, July 20). These Emoji Flashcards from Domino’s Will Teach You How to Talk to Your Kids. Retrieved from http://www.adweek.com/adfreak/these-emoji-flashcards-dominos-will-teach-you-how-talk-your-kids-165996
Horovitz, B. (2015, May 14). Domino’s to roll out tweet-a-pizza. Retrieved from http://www.usatoday.com/story/money/2015/05/12/dominos-pizza-tweet-a-pizza-twitter-tweet-to-order-fast-food-restaurants/27175005/
Lorenz, T. (2015, May 12). Soon you can order a pizza by tweeting the pizza emoji at Domino’s. Retrieved from http://www.businessinsider.com/dominos-emoji-pizza-order-2015-5
Schuman, E. (2015, May 21). Domino’s tweet-to-eat campaign is sneaky social media at its best. Retrieved from http://www.computerworld.com/article/2925500/retail-it/dominos-tweet-to-eat-campaign-is-sneaky-social-media-at-its-best.html