Domino's builds email base with Facebook game

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Domino's Pizza launched an online game August 8 to grow its email database and Facebook fan base. The pizza chain worked with national AOR Crispin, Porter & Bogusky on the initiative.

“Noid's Super Pizza Shootout” pits consumers against one another in an arcade-style shootout that runs one round per minute through August 15. Chris Brandon, PR manager at Domino's, said formatting the game so consumers cannot play on-demand will build the company's Facebook community by making consumers aware of Domino's other fans on the social network.

Consumers are required to “like” Domino's Facebook page to play the game. Each of the 1,080 winning consumers will receive a $10 Domino's gift card.

Losing consumers will be offered a coupon for two free Chocolate Lava Crunch Cakes when they purchase two large specialty pizzas. To receive the coupon, consumers must submit their email address to receive future Domino's promotions. Participants are also opted-in by default to share the coupon with their Facebook friends, but they can opt-out of either choice.

Asked why Domino's chose to require consumers to opt-out of receiving emails rather than opt-in, Brandon said that it's a way to build the company's email list.

“A lot of people don't even know that we have email offers, so it's good to let them know we have that offering,” he said. Opted-in consumers receive emails “on average once every one or two weeks” with product information or promotional offers such as carryout specials, said Brandon.

“The goal of our emails is to get people to go to the [Domino's] website for the online ordering process,” he said.

This year marks the 25th anniversary of the first Domino's commercial featuring the Noid character, said Brandon. He added that consumers “constantly” ask when the company will resurrect the character.

“Many people on Facebook remember him, so it's cool for people to learn about that part of our heritage,” he said. However, Domino's has no plans to use the character in any future campaigns, added Brandon.

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