'DomiNoNo' MLB 40,000 Giveaway Drives Digital Ordering

Domino’s is leveraging its MLB partnership around Opening Day by giving away 40,000 free pizzas in an attempt to drive baseball fans’ digital ordering via its ‘DomiNoNo’ campaign.

Domino’s will give away 20,000 free codes after each of the first two no-hitter games of the new 2015 season.

Thus this baseball special promotion will see a whopping 40,000 free pizzas given away to supporters who register on Major League Baseball’s website.

The first MLB.com users who log into the designated site, MLB.com/dominos, beginning at 3 pm on a business day after a no-hitter game will be eligible to receive the code.

The free pizza mechanic comes via a promotional code and the campaign is being promoted via a #DomiNoNo hashtag (and the @MLB handle on Twitter) and encourages fans to check the 2015 season’s MLB.com At Bat mobile application for their real-time baseball update alters.

The code is redeemable for consumers ordering through Domino’s digital sales, and will enable the user to receive a two-topping medium Handmade Pan Pizza.

Thus this new season opening promotion continues the pizza giant’s objective of driving growth of online and mobile sales.

‘Mobile is a very important platform for us,’ outlines Domino’s VP of corporate communications Tim McIntyre.

‘Today, 50% of our sales come from digital platforms and 50% of that is coming from mobile devices.

According to McIntyre, ‘mobile’ and ‘social’ together are important components for Domino’s relationship with Major League Baseball, as they allow fans of both brands (Domino’s and MLB) to get information on the promotion while they’re on the go.

‘We’re confident fans love the promotion, considering that last, following the first two no-hitters, the combined 40,000 free pizzas were claimed in less than 10 minutes, total!’ says McIntyre.

‘This relationship is a great way to reach our customers through a sport they love, while adding another layer of fun and excitement.’

The promotion is being pushed across the pizza brand and MLB’s social channels,

How a no-hitter in 2015 could mean FREE @Dominos pizza for 20,000 @MLB.com users: http://t.co/4TqqPppeWd #DomiNoNo pic.twitter.com/eErbaAWpi1

— MLB (@MLB) April 5, 2015

and to further spur baseball fans’ enthusiasm when a no-hitter is in progress, the promotion will leverage multiple digital platforms.

When a no-hitter is in progress through the sixth inning of any game, fans will be encouraged to follow #DomiNoNo and @MLB on Twitter for up-to-the-moment game alerts or watch live video on MLB.com or the award-winning MLB.com At Bat mobile app.

The campaign promotions also include a slew of odd baseball/pizza facts:

Since 1901, there have been 234 no-hitters thrown, which is, on average, just more than two per season.
In 2013, three no-hitters were thrown – the first two both taking place in July.
The earliest no-hitter ever thrown was April 4, 2001, in the second game of that season.
The last season without a no-hitter was 2005.
It would take 308 pizzas lined up to cover the distance around the bases of a Major League Baseball diamond, while the distance between the pitcher’s mound and home plate is 52 pizzas.

A secondary, minor strand of the campaign also encourages consumers to visit Domino’s before or during baseball games – as the brand boasts that has outlet locations within 4.5 miles of every single MLB stadium.

Comment

This is part of Domino’s ongoing tactic of ensuring it is a ‘sports-friendly’ brand – seemingly a clever move as plenty of US fans connect pizza with watching sport.

Domino’s is clearly convinced this strategy of tapping live events will boost its business.

After all, leveraging a live event, in this case a season of baseball, enables it to reach a wide audience and offer those fans foods to snack on while watching with family and friends (both in-stadium and at-home).

The marketer has been ramping up mobile strategy even more since announcing that digital channels account for 50% of its ordering sales.

The next tech step on the rack for Domino’s will see it roll out a historic innovation by making ordering available on wearables – giving customers the ability to place pizza orders from their Android Wear and Pebble smartwatches.

Will smartwatch ordering will be a tactic to watch in 2015?

Links

Domino’s Website

www.dominos.com

Domino’s Mobile

http://mobile.dominos.com

Domino’s Info

www.dominosbiz.com

Domino’s Twitter

http://twitter.com/dominos

Domino’s Facebook

http://www.facebook.com/dominos

Domino’s YouTube