Revamping Domino's Digital Marketing Platform: The Birth of Pizza Legends
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is Domino's, a globally recognized pizza delivery company. Domino's is known for its innovative approach to pizza delivery and has a strong presence in the digital space. The company has always been at the forefront of leveraging technology to enhance customer experience and drive sales. With the 'Pizza Legends' platform, Domino's aimed to reclaim its unique 'Create Your Own' feature and make it a distinctive part of the Domino's brand once again.
The Challenge
Domino's, a renowned pizza brand, was facing a challenge with its 'Create Your Own' pizza feature. This feature, once a unique selling point for Domino's, had been replicated by almost every other pizza brand, diluting its uniqueness and appeal. The challenge was to reclaim this feature and make it synonymous with Domino's again. The company wanted to transform this feature from being merely functional to being fun and engaging for its customers.
The Solution
To address this challenge, Domino's introduced a mobile-first platform called 'Pizza Legends'. This innovative platform allowed pizza lovers to not only choose their pizza toppings but also to personalize their pizza by naming it, giving it a logo, and creating a unique celebratory video for it. The most popular customer-created pizzas even featured in Domino's outdoor advertising campaigns. This transformation turned the 'Create Your Own' feature into a fun and engaging experience, making 'Pizza Legends' synonymous with Domino's.
Operational Impact
Quantitative Benefit
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