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Domino's expands into content creation through weekly online football sitcom The Support Group

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By Stephen Lepitak, -

March 14, 2013 | 2 min read

Domino’s is to expand into content creation through a weekly online sitcom relating to weekly football events.

The Support Group, developed by Zodiak Active, will be sponsored by Domino’s and would feature on its secondary YouTube channel, as well a dedicated Yahoo! page, The Sun Online and Football365.com.

The comedy, produced by Bwark Productions, will begin today (14 March) for a 12-week period and feature characters discussing the weekly football news generated over the weekend.

Simon Wallis, sales and marketing director at Domino’s Pizza said: “This is a great opportunity for us to sponsor a comedy series that we know will be funny, surprising and appeal to Domino’s customers. Online ordering is a massive part of our business and we are always keen to look at innovative concepts that allow us to showcase our brand online.

“We already have a huge social media presence and have over 770,000 facebook fans and 90,000+ twitter followers on our UK sites. We certainly understand the importance of offering fresh and interesting content on our social media pages for our customers,” he added.

The deal that saw Domino’s become involved was brokered by Arena Media while Unruly Media has been commissioned to seed the programme with football bloggers and fan sites.

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