Domino's delivers e-mail campaign to support photo contest

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Domino's Pizza launched an e-mail marketing push August 5 to promote its “Show Your Pizza” contest.

The company worked with e-mail marketing services provider YesMail on the effort. Crispin, Porter & Bogusky, the brand's national creative agency of record, worked on the photo contest portion of the campaign.

Domino's is encouraging consumers to make their own pizzas and submit images of them for the chance to win a spot in a print advertisement. The pizza chain is also giving eight consumers $500 in the second installment of the Show Your Pizza contest, which runs through August 23. The overall initiative launched June 28 with online, print and TV components.

The campaign's e-mail marketing push is targeting customers who have opted in to receive information from Domino's. This group includes the approximately six million active customers who have opened an e-mail from the company within the last six months, said Chris Brandon, spokesperson at Domino's Pizza.

The brand is using the e-mail marketing component to remind consumers that it is accepting submissions, said Brandon.

“We are always looking to maximize participation and interaction with our consumers on things like this,” he said. “Most of all, we are trying to drive home the fact that we are now using real food photography in all of our national advertising.”

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