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Domino's lands on Snapchat with 'Dough to Door’ campaign

Domino's Pizza has added another slice to its social strategy with the debut of its own Snapchat channel.

Launching with a short film 'Dough to Door' which will play across the platform for 24 hours as a Snapchat Story, the campaign was created by Iris and is set to go live today (20 January).

The video follows the journey of a delivery driver who encounters a series of obstacles in his mission to get pizza to a customer including an alien invasion.

Viewers will be shown a sequence of random letters throughout the film that contribute to a unique discount code which can then be used to place an order online.

The Snapchat drive supports the company's 'Greatness From Dominos' positioning, and follows on from the success of its online 'Pizza Legends' personliased campaign – which saw users create over 385,000 unique pizzas.

The brand is no stranger to using social to engage fans, it has been rolling out a multi-faceted strategy across Twitter and Facebook over the last 12 months. Its 'Tweet to Eat' campaign allowed fans to order pizza by sending an emoji to @Dominos and it was the first brand to use Tinder as part of its Valentines Day push in 2015.

A host of brands have been jumping on the Snapchat bandwagon lately including Burberry and KFC which was the first UK marketer to use the platform's Sponsored Geofilter feature.

Rebecca Stewart

Rebecca Stewart is The Drum's breaking news and social media reporter, covering how brands and media companies are using platforms like Snapchat, Facebook, Twitter and beyond.

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