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Domino’s Pizza is aiming to boost its lunchtime orders with a Twitter campaign that lowers the price of a Pepperoni Passion pizza each time some tweets the hashtag #letsdolunch.

The ‘Tweets For Treats’ campaign runs from 9am to 11am today and followers can the buy the cheaper pizza between midday and 3pm.

Each tweet will knock a minimum of 0.01p off the price, with the current cost displayed on Domino’s Facebook page.

The T&Cs state that the price will not drop below £6.59 regardless of the number of tweets.

Domino’s said the campaign is to reward its 471,000 Facebook fans and 20,000 Twitter followers, but it will also help drive orders this Monday lunchtime which one would assume is normally a quiet period for the pizza retailer.

This sort of social media campaign is also relatively cheap to setup, so the company stands to gain a decent PR win if it can start trending on Twitter. 

Domino’s has been quick to embrace digital media and achieved a 43% increase in onlines sale last year, which contributed to a 14.6% overall jump in profits to £43.6m.

Last month we reported that 13% of its digital sales came through a tablet or smartphone, with the iPhone app alone generating £10m in sales.

The Domino’s iPad app, reviewed here, was nominated for an Econsultancy Innovation Award last year.

David Moth

Published 5 March, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1682 more posts from this author

Comments (9)

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Charlie

Surely that's got to be against T&Cs to encourage users to send tweets in this way?...

That said... I'm not complaining.

over 4 years ago

Hannah Rainford

Hannah Rainford, Associate Director of Social Media at Jellyfish Online Marketing

I'm a little surprised that the hashtag doesn't contain the brand name. If it trends there will be a lot of people who aren't aware of the offer, especially as it appears that the tweets don't need to mention Domino's.

A better hashtag would be #dominosforlunch or #letsdodominosforlunch.

I know that Innocent had success with #tweetandeat but they gave you a specific tweet that mentioned the product AND the brand term.

over 4 years ago

David Moth

David Moth, Editor & Head of Social at EconsultancyStaff

@Hannah, it is quite surprising that they neglected to include the brand name - seems like a no-brainer! Either way, you can now get a large pepperoni for £7.74 this lunchtime.

https://www.facebook.com/DominosPizza?sk=app_293195437413673

over 4 years ago

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Bithints

Well looks like UK tweeters will get tons of SPAM tweets for lunch, just to get some pennies off...

over 4 years ago

Andrew Lloyd Gordon

Andrew Lloyd Gordon, Digital Marketing Expert, Speaker and Trainer at New Terrain Limited

I think they'll make a lot of dough with this campaign...

over 4 years ago

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Ehsan Tweets, Blogger at Freelance

Interesting move by Domino's.

@Hanna & @David: Although you're right to expect seeing the brand name in the #tag, but I understand why the brand name is not embedded in the #tag. #tags suggested are too long for a tweet but more importantly, it is a campaign and not a branding exercise. So not having the brand name in the #tag is even better.

Even if we look at this from an analytical perspective and talk measurement, there're various ways to exclude irrelevant mentions and have clean data to measure the campaign effectiveness.

The reason why I'm saying this is because I did similar thing while ago and the result was great...Here's the link to the post campaign evaluation: http://wisemarketing.wordpress.com/2010/05/22/social-media-case-study-rustica-pizza/

It would be great to hear everyone else's view about Domino's campaign.

over 4 years ago

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Hajrë

Rather an interesting approach, almost GroupOn style!

over 4 years ago

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Michelle Hill

Clever use of social media marketing by Domino's. I guess there are 2 camps re the use of the brand name in the hashtag. Personally, I'm a believer that the less branded something is, the further it will travel.

Shame I didn't see it yesterday as I certainly love a good value pizza :-)

Michelle

over 4 years ago

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Tim Mears

Totally agree with Eshan.

Including Domino's in the hashtag could potentially turn off people from tweeting - another sterling job from Domino's if you ask me.

over 4 years ago

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