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.