Marketing Excellence Awards 2023 Singapore
Domino's hands treats to customers dressed in brand colours this Valentine's Day

Domino's hands treats to customers dressed in brand colours this Valentine's Day

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Domino's Pizza has launched a special campaign for couples this Valentines Day. Couples dressed in red and blue will be entitled to a one for one regular pizza when they dine-in at any Domino's outlets on Valentine's Day. Kym Lee, general manager of marketing, Singapore at Domino's Pizza, told MARKETING-INTERACTIVE that the brand hopes to build and strengthen affinity with its audience through this campaign, both in stores and on social media.

"In the spirit of Valentine's Day, we wanted to encourage our fans to dress in our brand colours - blue and red as a fun way to engage with them and build brand love, while offering them a great deal. The activation will encourage people to enjoy pizzas with their Valentine's date at a Domino's outlet within their neighborhood, leading them to discover the convenience of getting quality pizzas in-store," Lee said. The campaign will be primarily marketed on Domino's Singapore's social media.

On Domino's marketing plans this year, Lee said that it will continue to engage with its audience through meaningful initiatives that will allow them to give back to the community, as well as identifying key trends for content opportunities. Over the last year, Domino's has led initiatives that tugged at heartstrings. In July last year, Domino's staff volunteers packed and delivered pizzas to frontliners at eight public hospitals in Singapore, to thank them for their courage and dedication during the pandemic. Most recently, it launched the Bicycles of Hope campaign in December last year, and worked with Mountbatten Vocational School to auction off five decommissioned bicycles that were refurbished and handpainted by their students and Domino's staff volunteers.

Domino's also plans to consistently deliver trendjacks this year. For instance, it most recently tapped on the hype for Wordle by creating a social media post encouraging fans to guess the correct word for a chance to win pizza vouchers. "Such content allows us to stay relevant and connect with our audience, as we observed that engagement on such posts are usually higher," Lee added.

Last December, Domino's also tapped on Loh Kean Yew's win at BWF World Championship, the world badminton championships, by sharing his post with an offer to celebrate the occasion with a year's supply of pizzas. It also trendjacked Netflix's South Korean show The Squid Game with posts of its appetizers shaped to look like those from the iconic dalgona candy scene.

MARKETING-INTERACTIVE's Content 360 is back for its 10th year! Running from 26 to 27 April 2022, the hybrid conference covers topics including the creator economy, value-based storytelling strategy, consumable content on social, as well as video and community content. Register today to learn, connect and level up with the best content marketers in Asia!

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