Domino’s is debuting its new Brooklyn Style Pizza via an on-package game with Coke and some Brooklyn-esque prizes.
Customers who order a two-liter bottle of Coca-Cola with any pizza will find game codes affixed to the soda bottles that can be entered at BrooklynStylePizza.com for a chance to win a vintage New York yellow-checkered taxicab (valued at about $35,000) along with gift certificates for free Domino’s Pizza and Coke for one year. The winner can choose $25,000 cash as an alternative to the taxicab. The promotion began yesterday and runs through Dec. 17. Some 4 million bottles of Coke have been packaged to include game pieces.
“We had a lot of fun delving into the culture of Brooklyn to add even more excitement to the launch of Brooklyn Style Pizza,” said Ken Calwell, Domino’s CMO, in a statement. “In addition to a new pizza, we’re offering customers two different opportunities to get in touch with the ‘old neighborhood’ no matter where they are.”
The Web site shows images of a Domino’s Pizza storefront set in a brownstone on a busy Brooklyn street (Coke delivery trucks drive by frequently). “Ma” guides visitors around the site and is recognizable as one of the characters from Domino’s new TV-spots promoting the pizza. Visitors can click on various elements around the neighborhood to learn how to properly eat Brooklyn Style Pizza (you gotta fold it!) or hear Brooklyn-speak phrases (What are you lookin’ at?). Visitors can also download Brooklyn-inspired ringtones or send postcards (You could call your mother sometime. Greetings from Brooklyn) to family and friends from characters, like Ma, featured in the commercials.
Another element lets consumers submit a 30- or 60-second video of their best Brooklyn impersonation to [email protected]. The videos Dominos likes will be posted on YouTube.com and weekly winners will get Domino’s Pizza for one month. Eight finalists win a month’s free pizza and will be entered to for a grand-prize trip for two to New York City or Las Vegas (the New York Hotel).
National 30-second TV spots supporting the pizza debut broke yesterday and can also be viewed at the Web site. J. Walter Thompson, New York, created the spots. Momentum Worldwide, New York, developed the site and is running the sweeps.
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