Domino’s set to create World’s first ‘Social Pizza’ with new Facebook campaign via BMF Sydney
Domino’s Pizza, via BMF Sydney, is launching a world first application for their 480,000 Facebook fans this week. The ‘Social Pizza’ application will allow fans to build a Facebook custom-made pizza creation for the Domino’s Menu.
From today until Sunday, Domino’s Australia Facebook fans will be building the pizza by voting on their favourite crust, sauce and ingredients. The most popular selection each day will be added to the pizza, with the final product to feature on the menu.
Domino’s Pizza Online Marketing Manager Michael Gillespie said he was looking forward to seeing what the fans would choose for the World’s first social media pizza: “This is the first time a Facebook community has had the chance to design and create a pizza for the Domino’s menu,” said Mr Gillespie.
“Our Facebook fans will be deciding on everything about this pizza; selecting their preferred crust on day one, their favourite sauce on day two, then choosing from up to five toppings each day until they have collectively built a new recipe.
“They will be able to revisit the application every day to put in their vote, see what choice is winning for each day, watch the pizza grow through the week and share their choices and the pizza’s progress with their friends.
“Eating pizza is inherently social, but what about creating one? I for one am curious to see what a pizza made by our Dominos fans looks like, a pizza made by the people, for the people,” says Matt Barnes, Interactive Director at BMF.
After the pizza recipe has been created, Domino’s Facebook fans will have the chance to win $1000 by naming the new pizza, which will then feature on the Domino’s menu.
Gillespie said the application would allow the Company to connect with its online community: “Pizza is a social food, and with over 480,000 fans who love pizza, we know this application will give fans the opportunity to connect with our brand and with each other as they build Australia’s first ‘Social Pizza’ together,” said Mr. Gillespie.
“We are very proud to be the 7th biggest Australian brand and the number one QSR on Facebook* and we know that we have to keep rewarding our fans by giving them world first applications like the Social Pizza,” says Gillespie.
Says Shane Bradnick, Executive Creative Director from BMF: “Pizza is arguably the most social food in the world, so it felt right to set it free on the most social platform in the world and see what our fans would come back with.”
9 Comments
This sounds and looks like a menu for a Funeral Home.
what was your second thought?
This article is actually slightly incorrect – the Social Pizza was actually developed by Speedwell in Brisbane, with only design concepts coming from BMF.
So?
Ooh, I like the sound of “iDecide” for the pizza name. Shades of iSnack (remember that, Gen Y or is two years ago ancient history?). Plus it will work well on whatever colour of shite comes out of this process.
agree with first comment. whoever did this its very average and very obvious.
I love it when the agency puts the client presentation on air.
that’s as bad as the pizza…
@JW
If indeed the case, I’m sure bmf are most grateful you pointed that out.