Domino’s unique spin on loyalty rewards
By Jack Herbert • August 21, 2019
The “Points for Pies” campaign, which launched in early 2019, asked consumers to visit Domino’s mobile app and upload an image of a pizza in exchange for loyalty points. Domino’s found success with the campaign that rewarded customers for sharing images of its own pizzas, as well as products made by its rivals, and even homemade alternatives. After collecting a certain amount of points for engaging in this activity, the consumer earned a free pizza from Domino’s. Through the campaign, Domino’s was able to better understand their customers and become more relevant in the communications that they have with them.
Secondly, “it helped [Domino’s] build a stronger model. What does a hot pizza look like? What does a cold pizza look like? What are the different ingredients that you have on that pizza?” said Christopher Thomas-Moore, VP of global ecommerce and digital communication at Domino’s. “We appended all that data in the actual scans, so we could track that and give it to the machine-learning platform that we were leveraging to build up this technology.”
Alongside generating a billion impressions and significant social conversations, Domino’s campaign was able to test the power of influencer marketing for its brand, and yielded many other benefits.