Domino's promotes March Madness initiative with social, e-mail

Domino's Pizza launched a Facebook contest on March 14 encouraging consumers to vote for their favorite style of pizza. The delivery chain is promoting the contest to opted-in members of the company's e-mail database, as well as its Facebook fans.

The “Domino's Pizza Bracket” is part of the brand's “foray into being the official pizza of March Madness,” said Chris Brandon, PR manager at Domino's.

The contest's goal is to drive interaction “with our fans and consumers on Facebook,” he said. Domino's is not collecting consumer data through the campaign, said Brandon.

Domino's will arrange 16 pizzas into a bracket resembling those used by fans to pick the winner of the NCAA Division I Men's Basketball Championship tournament, which begins March 15. Facebook members will be able to vote for their favorite pizza beginning March 17, and Domino's will name a winner the week of March 28, before the Final Four.

Domino's is also redesigning its Pizza Tracker, which allows online customers to view the progress of their order, with a March Madness theme.