Ensure Domino's was top of mind amongst its tech-savvy target consumers when they were in the mood for a takeaway, and help it stand out as an innovator in a fiercely competitive space.
Text apps like WhatsApp and Messenger tend to be the main means of communication that connect every generation of the family. We would use this to give Domino's customers back their precious time by creating a fast and efficient ordering service.
The solution was @DomTheChatBot, a wise cracking chatbot that would connect with consumers on a platform they already used and loved - Facebook Messenger. It went live with an accompanying trade and consumer PR campaign to raise awareness of the service and ensure consumers understood how to use it.
@DomTheChatBot is a truly innovative use of social media to market a food brand. Not only was this the first time a pizza brand offered a direct order service on Facebook Messenger, but creatively, the chatbot’s witty, entertaining tone of voice to made the very best use of this instant messaging platform. @DomTheChatBot demonstrates the very real potential of a new transactional social economy and an entirely new step in the consumer path to purchase.
- 55 pieces of press coverage in national and global titles
- Domino's positioned as an innovator in the industry