Introducing… Domino’s Santa!
The goal here wasn’t’ simply for Domino’s Pizza to stay a top choice for the audience’s 2017 holidays. Instead, we decided that it’s worth a shot trying to make a complete overturn, turning Domino’s and Christmas into an identical mean, opening at the same time a channel of communication with the fans.
AND WE DID
We broke with tradition and brought in our Santa to the audience!
The… Domino’s Santa
An easy-going dude who handled out pizzas to all the cool kids, naughty or nice. A Santa whose bag was always full of Domino’s barbeque, pepperoni, special edition, meat passion, pizza party and every awesome flavor Domino’s fans desired.
For the first time in a Greek digital campaign, Whatsapp was used to promote a brand.
For the first time, the audience was able to chat with a real -flesh and bones – person and not with a bot. That was Domino’s Santa!
He was all day “pinned” on his Santa-mobile, ready to listen, read and talk with his fans in real time through the Whatsapp in order to find out if they deserve to be in the list and earn awesome gifts from Domino’s Pizza! All the users had to do was to add Santa to their contacts and start chatting with him! If they convinced him they would instantly win gifts!
Santa himself was available from early morning till late night, answering to every fan individually, starting surrealistic conversations and hilarious chats, that depending on their progress, they could end up in a small or huge Domino’s Pizza gift.
During the action, Santa appeared live twice in front of the audience through Domino’s Pizza website. In the course of his two Facebook Live Videos, from his Christmas headquarters (the… Cambo office), he handled out Pizza Party to all the «cool kids» that chatted with him on Whatsapp.
Above impressive numbers, the most important result of the campaign was that we made Domino’s Pizza even more beloved, in the middle of the Christmas season.