Domino’s Kicks Off EBay Contest
Domino’s Pizza is ringing in the New Year in style with an online contest that lets customers buy premium items on eBay for $9.99.
Starting Jan. 1, consumers can log on to AnythingGoesDeal.com for a chance to buy their hearts’ desires—from iPod Nanos and Sony flat screen TVs to Gibson guitars—on eBay for $9.99. But to get to the coveted prizes, customers must play short games of skill, including a trivia game or word scramble, and search for their treasure using unique key words.
When players finish their games correctly, a keyword will be revealed. Consumers can use that word to find their prize or prizes of the day on eBay, Domino’s spokesman Tim McIntyre said.
The contest dovetails with an in-store promotion that offers any large pizza with any crust and toppings for $9.99. A 30-second TV spot, online materials and p.r. efforts will support the promotion. Also, opt-in customers will hear about the promotion via e-mail and through text messages, the company said.
“We know that our customers are looking for value,” said Ken Calwell, chief marketing officer for Domino’s. “In our case, they’re looking for great pizza for a great price, and the Anything Goes Deal is a perfect fit. As we continued thinking about value we thought, why stop at pizza for just $9.99? Why not a DVD player or a computer?”
On the microsite, Domino’s has a teaser page that tells visitors they can find a brand new Saab 9-3 Euro for the $9.99 price tag, among other prizes. Consumers must be a registered eBay user to qualify for the prizes. Full contest rules will be available Jan. 1.
The contest runs Jan. 1- Feb. 5. JWT, New York, created the promotion and Momentum Worldwide, St. Louis, handles the prizing.
