Tuesday, April 17, 2012

Domino’s Pizza Treats for Tweets campaign launched

March 6, 2012 by Michelle  
Filed under All News, Domino's Pizza, General News

Domino’s Pizza launched their latest promotional campaign yesterday, this time utilising the power of Twitter to help boost lunch time trade at its UK stores.

From 9am until 11 am yesterday, Domino’s ran a backwards auction whereby they decreased the price of their Pepperoni Passion pizza by 1p every time someone tweeted, #LetsDoLunch. As each tweet was made with the all important has tag, the reduced price of the pizza was updated on the official Domino’s Facebook page.

The price of the large pepperoni pizza went down from its original price of £15.99 to £7.74 after the two hours elapsed yesterday. The pizza was then available to purchase at that price until 3pm.

However there are a number of conditions in place to prevent the offer from becoming unprofitable for the leading home pizza delivery chain. For example, in their terms and conditions for the Treats for Tweets campaign, Domino’s state that the featured pizza cannot drop below £6.59 on any given day. Also, selected stores require a minimum spend of £10 for an order to be delivered.

Domino’s chief executive, Lance Batchelor, revealed that selected Domino’s branches in the UK take over 75% of their orders online, therefore web campaigns and those utilising social media are likely to appeal Domino’s core market.

Domino’s say the new Treats for Tweets campaign is the first of many promotions planned for the coming months.

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