Domino’s pizza has taken the unusual step of partnering with a web app start-up in a bid to drive brand affinity with football fans.
Squawka, which launched on June 8, is an interactive web app that gives real time stats and analysis during football matches, as well as acting as a forum for fans to discuss the games.
The deal is part of Domino’s affiliate marketing activity, but as it is being run with a start-up the emphasis is on driving brand awareness rather than increasing sales.
Domino’s marketing activity already has a strong focus on digital. It launched its iPhone app in 2010 followed by an iPad app late last year.