Dominos Launches XLP Promo, Sweeps
Dominos Pizza is out with a new pizza and sweepstakes designed to fill big appetites.
Domino’s new XLP (Xtra Large Pizza) product is 30% bigger than its current large pizza. The one-topping pizza, available for a limited time, costs $9.99. For $2 more, consumers can pile on unlimited toppings to their pizza in select markets.
“America is thinking big and so are we at Dominos Pizza,” said Dominos spokesperson Dana Harville. “This is our largest pizza— that will satisfy the most voracious appetites.”
To support the launch, the Ann Arbor, MI-based pizza chain is promoting the XLP with a sweepstakes offering the chance to win an extreme electronic prize pack from Target. For each XLP order, customers will receive a Target-branded game piece in the center of their pizza. Starting today, consumers can enter their game piece code online at XLPDominos.com for a chance to win Target merchandise.
One grand-prize winner will receive a Target prize package, including a 42-inch plasma TV, an iPod Nano and an Xbox 360, digital camera, among other prizes. Fifteen first-prize winners will receive $500 Target GiftCards or free Domino’s Pizza and a coke for a year. Additional instant-win prizes include $100 Target GiftCards, video iPods, Xbox 360s and free Domino’s Pizza.
Pleasant Ridge, MI-based ePrize handles fulfillment. TV spots, print ads, P-O-P and online materials support.
Last week, the pizza chain paid early homage to April Fools Day with students at Eastern Michigan University in Ypsilanti. In a spoof to its XLP offering, Dominos distributed 300 free samples of three-inch pizzas to students, calling it “Xtra Little Pizza.” The gag received mixed reviews, as some students said they loved the idea, while others said the pizza was too small.
Following the sampling effort, Dominos broke the April Fools joke announcing its XLP rollout. “It was a great idea to have some fun to celebrate the holiday,” Harville said.
Rival pizza chain Papa John’s launched a Kong-sized pizza last week of its own to tie in with Universal Studios Home Entertainment’s release of King Kong on DVD (Xtra, March 23). Packed with Kong-sized offerings of Pepperoni and Italian sausage, Papa John’s pizza is 30% larger than its original large pizza and sells for $12.99.
