Domino’s Incentive Offers Movie Download Trial

Posted on by Chief Marketer Staff

Domino’s Pizza is incenting trial of its online ordering service with an offer for free movie downloads.

The company has teamed up with Starz Entertainment in a co-marketing campaign that offers free flicks for online orders placed on Dominos.com through July 22.

Under the promotion, customers who place any order online receive a 30-day trial of Vongo, Starz’s broadband movie download service.

“The partnership with Vongo delivers on the promise of what pizza and movie is all about,” said Rob Weisberg, vice president of precision and print marketing, for Domino’s Pizza. “It has that immediate gratification. From Domino’s perspective, we wanted to ensure we were driving online ordering sales.”

Starz’ Vongo offers access to more than 1,000 movies and 2,500 video titles, in addition to a live streaming Starz TV channel for $9.99 per month. Users can download an unlimited number of movies and titles during the trial.

The promotion is the premium network’s first mass consumer campaign since its launch in January 2006.

“It gives us reach into some homes we don’t hit on our own,” said Joe Cantwell, vice president, advanced services, Starz Entertainment. “It makes for a great on demand experience for a consumer.”

Details of the offer are available at Dominos.Vongo.com.

The promotion is an ideal match for Domino’s and Vongo’s like-minded target audience: consumers ages 18-29.

“This is not a generation that waits,” Weisberg said. “It’s reward me and reward me now.”

Meanwhile, Starz has hopes the campaign will generate trial among other consumers.

“We are trying to appeal to customers that are not leading edge or tech savvy,” Cantwell said, adding the offer was a “good sampling opportunity for those people who are already online.”

A sweepstakes overlay sponsored jointly by Domino’s and Starz at Dominos.com offers the chance to win a 37-inch flat-panel LCD HDTV. Other prizes include a laptop computer and 20 one-year subscriptions to Vongo.

The sweepstakes runs through July 22.

HS2 Solutions oversees the online ordering application.

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