Check out how this pizza company scored a GOAL with a FUNtastic and DOUGHlicious campaign!
unconventional, engaging, impactful, and easy-to-execute marketing strategy. According to Jay Conrad Levinson, campaigns of this type spark an emotional reaction that enables consumers to remember a brand. I personally like guerrilla marketing campaigns because they remind me that there are lots of creative ways to advertise a brand and engage with customers. Today, allow us to share with you an example of a FUNtastic guerrilla marketing stunt. Read on to know how this multinational pizza chain hyped up football fans in the U.K. with a new and tasty product in 2018.
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Check out how this pizza company scored a GOAL with a FUNtastic and DOUGHlicious campaign! What’s your go-to meal or snack every time you watch your favorite sports team’s match on TV? Potato chips? French fries? Burgers? In the U.K., football fans’ favorite match day meal is pizza, with 70% of fans saying it factors in their game day diet. In fact, a study from journalism.co.uk has found that British World Cup fans contribute around GBP 350 million to the country’s economy per match day. That’s HUGE! Using the insight above, one multinational pizza chain used the 2018 World Cup as an opportunity to connect with British football fans. The name of that company? Domino’s!
Domino’s is a global pizza chain founded in 1960 and headquartered in Ann Arbor, Michigan. It has over 15,000 stores in more than 83 countries worldwide. In 2018, the company was inducted into the Queensland Business Leaders Hall of Fame. This is a yearly initiative that recognizes the outstanding public contributions made by businesses in the areas of economic and social developments. A New Pizza for the World Cup As one of the leading pizza brands in the U.K., Domino’s is known for its quick delivery time and enthusiastic marketing. It has established itself as a go-to pizza place for consumers through creative marketing, and made itself famous for incorporating local culture in its menu. For instance: To capture Indian customers’ attention, Domino’s India customized some of its menu items and named them “Taco Indiana,” “Peppy Paneer Pizza,” and more. As a result, the brand effectively created an irresistible offer for its Indian customer base. Today, we’ll talk about how Domino’s hyped up British football fans in 2018 with a limited-edition pizza. The menu item was called… The “Meatfielder” pizza!
The “Meatfielder” was a DOUGHlicious pizza packed with pepperoni, ham, chorizo, pork meatballs, smoked bacon, and Domino’s secret sauce. Referencing the term, “midfielder,” the meatballs were deliberately placed at the center of the dough—similar to the playing position of actual midfielders in the World Cup. The pizza was designed to celebrate the kickoff of the international football association in June 2018. Domino’s added the product to its menu as demand for pizza was expected to soar during the World Cup’s run. So… how did Domino’s generate awareness about the “Meatfielder” pizza? Aside from putting up posters of the product in stores across the U.K., the company posted photos of the pizza on its website and social media accounts. To add a sense of urgency, the posts’ captions included details that the limited-edition pizza would only be available throughout the 2018 World Cup season.
What’s more? Domino’s announced there was even a way to get the “Meatfielder” pizza for FREE! All consumers had to do was collect all the 11 “Pizzanini” stickers that contained football-inspired twists of Domino’s classics, such as:
Only 10 “Pizzanini” sticker collections per day were sold at TheOfficialFoodOfEverything.co.uk website during the World Cup season, and they were available on a first come, first served basis. This meant British football fans had to be quick to check out the website for the stickers and get the chance to have a free “Meatfielder” pizza! Otherwise, they’d have to wait the next day to try their luck at buying the special-edition “Pizzanini” stickers, or just directly buy the “Meatfielder” pizza from Domino’s. The guerrilla marketing strategy was launched in over 1,000 Domino’s stores across the U.K. and satisfied over 350,000 hungry British football fans. Was Domino’s “Meatfielder” pizza guerrilla marketing campaign effective? Due to high demand for the “Meatfielder” pizza, Domino’s hired an extra 230 workers to help serve up the menu to football fans. Numerous customers in the U.K. ordered the limited-edition product in-store and online to show their dedication to watching World Cup matches. Here are the results of the guerrilla marketing strategy:
Clearly, these numbers and recognitions show that Domino’s “Meatfielder” guerrilla marketing stunt was a hit among British football fans! Kudos to the pizza company and its entire campaign team! — Domino’s guerrilla marketing campaign showed the importance of adapting to various local cultures and events to ensure it delivers products that customers find appealing, enjoyable, and valuable. Think about the “Meatfielder” pizza: By offering British customers a one-of-a-kind, limited-edition pizza, Domino’s didn’t only get them into the football spirit but also enabled them to bond with their families and friends over food, while watching their favorite football team on TV. As David Wild, the former CEO of Domino’s, said: “Our strong performance on England match days was no surprise to us. Domino's does well whenever families and friends get together to enjoy big sporting events, and the World Cup has no equal. Selling every six seconds, driven by our fantastic marketing campaigns, our freshly handcrafted pizzas proved to be the perfect topping to a great game of football. The majority of England's games either kicking off as the nation sat down to dinner or ending at tea-time was a timely win for us.” Get inspired by Domino’s FUNtastic and DOUGHlicious football-themed guerrilla marketing strategy! With sufficient knowledge about your customer base, you will deliver offerings they will not only enjoy and find valuable, but also remember for a long time. Start planning your own unconventional marketing tactics and score that goal! Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Follow us on LinkedIn. Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing! Do you want to learn how one laundry brand took advantage of strict health and safety protocols during the pandemic to advertise a new product? See it in next week’s article! |
