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Dominos ANYWARE Campaign



The 'ANYWARE' campaign launched by Dominos' in Q3 of 2015 which involved a national TV campaign featuring celebrities, with expertise in each platform arguing, that their way to order was indeed the best. was set to allow customers to order pizza from anywhere. This innovative technology has allowed this business to thrive and to allow consumers to have easy access from various social platforms and devices such as: Twitter, Samsung Smart TV, Pebble smartwatch app, Android Wear smartwatch app, Ford SYNC®AppLink™ system and voice ordering with Dom. To utilize Domino's AnyWare, customers must have a Pizza Profile with a saved Easy Order. https://anyware.dominos.com/





The innovation of Domino's AnyWare was made possible from a previous campaign that was laid out by Domino's digital innovators. A few years ago, they introduced Pizza Profiles, this allowed the customers to save their payment info, addresses, and an Easy Order. This involved their favourite food order paired with their preferred payment method (paypal, credit), order type (delivery or Pickup), and address or favourite store. The combination of Pizza Profiles and Easy Orders made it possible to order simply and quickly on twitter, smart tv's, smart watches, and Ford Sync with an interaction that fit each platform.


The introduction of the Domino's AnyWare suite of ordering technology generated 2 billion earned media impression including segments on Jimmy Fallon, Ellen, the Today Show and more. DominosAnyWare.com received over 500k visits.


The Domino's AnyWare television campaign generated 10.5% year over year sales growth for the brand.






 Campaign Media Strategy


Domino’s media throughout this campaign was heavily focused on targeting TV veiwers. They used mass scale pulsing of television to establish heavy weekly reach and frequency levels across all target audiences.


TV is still the most effective medium as you can maximise its efficiency through smart media-planning. Each ad that dominos delivers drives consumers to order via there different sites whether that be Dominos.com, or to learn more about our campaigns https://anyware.dominos.com/


They have created and used microsites to make a point for their campaign, and to drive awareness of digital ordering. They then further promoted these experiences, and brand messages, across a variety of owned-media channels, including mail and social.




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