In the world of pizza delivery, bad roads can be a real obstacle. Imagine a freshly baked pizza bouncing over potholes, arriving at your doorstep in less-than-perfect condition. Domino’s Pizza recognized this problem and decided to take action. Their innovative campaign, “Paving for Pizza,” aimed to improve the pizza delivery experience by fixing problematic roads across the United States.
Campaign Overview
The Problem
Bad roads impact pizza quality during delivery. Potholes, cracks, and uneven surfaces can lead to damaged pizzas.
The Solution
Pothole Impact Meter: Visitors to the Paving for Pizza website could select road conditions (mild, moderate, critical, or catastrophic) on the “Pothole Impact Meter.” A video demonstrated the damage roads in those conditions could cause to a pizza during delivery.
Collaboration with Local Authorities: Domino’s partnered with local municipalities in all 50 states. Cities like Bartonville (Texas), Athens (Georgia), Burbank (California), and Milford (Delaware) participated.
Road Repairs: The campaign focused on fixing potholes and improving road conditions. Countless pizzas were saved from damage due to smoother roads.
Impact and Results
- Improved pizza delivery experience.
- Real-world examples of success for Domino’s brand.
- Viral on social media, creating positive buzz.
Lessons Learned
- Repurposing Content: The campaign leveraged existing content (videos, images, and success stories) to create an ongoing marketing asset.
- Client Testimonials: The power of a success story told by a client is invaluable.
- Community Engagement: Domino’s connected with local communities, reinforcing their commitment to quality.
In conclusion, “Paving for Pizza” by Domino’s demonstrates how a creative initiative can solve a real-world problem while enhancing brand reputation.
