Dominos: Dominos Wedding Registry [video]

Credits & Description:

Title: Dominos Wedding Registry
Agency: Cp+B
Brand: Dominos
Country: USA
Entrant Company: Cp+B, Boulder
Advertising Agency: Cp+B, Boulder
Production Company: Cp+B, Boulder
Additional Company: Transaction Wireless, San Diego / Hook Qa, California
Vp/Chief Creative Officer: Ralph Watson (Cp+B)
Evp/Executive Creative Director: Tony Calcao (Cp+B)
Creative Directors: Darcy Oneill, Kelly Mccormick (Cp+B)
Vp/ Creative Directors: Peter Knierim, Andrew Lincoln (Cp+B)
Vp/ Executive Creative Director: Matt Talbot (Cp+B)
Associate Creative Directors: Marthon Pucci, Brian Caruso (Cp+B)
Creative Team: Mariangela Mcmurray, Mackenzie Gire (Cp+B)
Senior Designer: Victor Won (Cp+B)
Digital Designer: Erin Chan, Chad Kirsebom (Cp+B)
Executive Creative Technology Directors: Joe Corr, Harold Jones (Cp+B)
Technical Lead: Anthony Chavez (Cp+B)
Vp/Executive Producer, Interactive: Dan Corken, Stafford Bosak (Cp+B)
Producer, Interactive: Becca Manning (Cp+B)
Account Director: Jacqueline Redmond, Alex Guerri (Cp+B)
Management Supervisor: Brittany Tangsrud (Cp+B)
Content Manager: Sam Carolan (Cp+B)
Experience Director: Rich Giuliani (Cp+B)
Senior Experience Director: David Clements (Cp+B)
Business Affairs: Katherine Graham-Smith (Cp+B)
Campaign Description:
In February 2017, Domino’s launched the Domino’s Wedding Registry – the first-ever registry where engaged couples can ask for cheesy pizza as wedding gifts. After creating and customizing their registry with personal photos and a unique message, couples may choose from 11 different pizza bundles to enjoy before, during and after the wedding. For instance, the “Thank You Card-a-thon” provides the perfect sustenance when you’re writing innumerable thank you cards to your guests. Brides and grooms have the option to treat wedding guests to pizza at the end of the reception by adding "Dancing with My Slice" to their registry. Or they can choose to ask for the “2AM Bachelor Party Feast” when things get hungry during the groom’s last night of freedom. With a variety of different gifts, it’s our way of giving engaged pizza-loving couples the chance to get something they both truly love as much as eachother.
Execution:
Domino’s launched the Domino’s Wedding Registry on February 8th, 2017, days before the most romantic day of the year in the US – Valentine’s Day – when approximately six million couples get engaged and begin their wedding planning. What a better time to point them toward a new kind of registry. The platform was promoted through tactical digital on the #1 wedding inspiration site (Pinterest) that drove people to DominosWeddingRegistry.com, where visitors could create their own registries or give a gift to a pizza-loving couple. We made it easy to embed a link to your registry on your wedding website, giving way to free publicity for the Domino’s Wedding Registry across thousands of couples’ personal sites. Additionally, we disrupted the traditional wedding category by attending a bridal exhibition and encouraged hundreds of guests to create registries. The platform is currently live and will continue to be for years to come.
Synopsis:
Millions of people order Domino’s every day to satisfy their cravings for pizza. But few look to the pizza brand to purchase gift cards. Domino’s needed a way to create interest for this aspect of their business, so we looked to pop culture to help guide us. We discovered that out of sheer love for pizza, countless people in the US make Domino’s a part of their wedding, whether it’s used during the proposal, served at the reception, or ordered after the couple returns home exhausted from their honeymoon. After watching this happen for years and seeing countless photos of pizza-filled weddings on our social feeds, we embraced the trend and made the happiest day of a couple’s life even happier.
Relevancy:
Domino’s launched the Domino’s Wedding Registry so that engaged pizza-loving couples could receive what they truly wanted as wedding gifts: pizza. Infiltrating the sacred bridal industry would normally be a challenge, but the buzzworthy campaign was immediately picked up by traditional news outlets, including the New York Times, Forbes, and TIME, and digital media sources, like The Huffington Post, Thrillist, and Mashable, resulting in thousands of couples creating registries. Bridal publications such as BRIDES and The Knot also carried our message, helping us garner 1 billion media impressions in the first 7 days and target couples during wedding planning.
Strategy:
Introducing a pizza wedding registry to the sacred bridal industry was not going to be easy, since the space is oversaturated with dresses, gift ideas, and planning guides. So if we wanted to be taken seriously amongst the bridal community, we needed to go where the brides go and stand out as a legitimate alternative to the conventional wedding registry. With a mix of digital and traditional media, we spread word of the Domino’s Wedding Registry in bridal magazines, on the #1 wedding inspiration site (Pinterest), and even disrupted a wedding exhibition where we gave guests the power to scan pizza gifts right to their registries like they would in a big box retailer. The integrated approach was designed to natively target engaged couples throughout their planning processes and make them realize that the greatest wedding gift of all is pizza.
Outcome:
Domino’s cemented themselves as an innovative category leader in both the wedding world and the pizza world. The campaign received national coverage, garnering 1 billion media impressions in the first 7 days, with the platform receiving more than 400,000 page views from 165 countries thus far. Since the launch of DominosWeddingRegistry.com, 3,000 registries have been created and more than $700,000 worth of pizza has been registered for. With just four months down, we have forever to go.