Domino's Kickoff Contest
The greatest football event of the year kicked off with a bang! The recent World Cup season presented us the opportunity to work with Domino's Pizza Malaysia for its biggest digital campaign of the year - with the Grand Prize of an all-expense trip to Brazil to witness the historic event itself!
Leveraging on the nation's football fever, mechanics of the Flappy Bird game were combined with additional social sharing features on both Facebook and Twitter for that extra kick. Players had to navigate the moving football by clicking their mouse, hitting their spacebar, or tapping on the game screen (for mobile), while avoiding all obstacles in true Flappy Bird fashion. For the game interface, we went on a full-on football frenzy, with elements of the beautiful game incorporated into the designs.
Apart from being football-related and creating engagement on social media, we were also faced with another challenge, which was to increase online product sales. Cue what we call the pizza multiplier. During the contest period, there was a weekly leaderboard that kept track of the player's scores, which would be multiplied accordingly based on their pizza purchases.This was done by connecting the player's Facebook profile to their Domino's Pizza online account to track all pizza purchases. Simply put, the more the purchases, the higher the total score and thus, chance of winning.
Domino's Kickoff ran for about a month on Facebook, and was supported by Facebook advertising to increase reach and engagement. During the campaign period, we reached almost 150 million impressionsand received approximately 120,000 clicks on Facebook. Apart from these impressive numbers, it also played a significant role in increasing page likes and online sales for the brand. And all this was done in the spirit of football and fun!