Domino’s Pizza is to unveil its new World Cup campaign today, featuring the company’s first ever use of in-game advertising.
The campaign will feature across TV, radio, social media and in-game activity, and the TV ad will break on ITV1 tomorrow ahead of England’s opening tie with the USA, with the 30-second spot encouraging viewers to order a Pepperoni Passion pizza before kick off for delivery at half-time. 30-second radio spots on TalkSport will also run before, during and after all matches.
On the day of the final (July 11), and in a bid to target 16 to 34-year old males, Domino’s will utilise in-game advertising by take over all ad and sponsorship spots in Pro Evolution Soccer 2010 on the PS3.
And online Domino’s will target the company’s 31,000 Facebook fans with competitions offering the chance to win free pizza vouchers, a pizza party, and discount codes.
Domino’s Pizza marketing executive Karen Houghton said of the campaign: “We’re always looking for innovative ways to engage with our customers and these platforms have given us a great way to put a bit more Pepperoni Passion into people’s lives this summer.”