The Drum Awards Festival - Creativity

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By Ishbel Macleod | PR and social media consultant

February 6, 2014 | 2 min read

Domino’s Pizza is offering a year’s supply of pizza for a year to fans who ‘tweet the heat’ and help melt a giant ice statue of a Domino’s delivery driver.

Tweets with the hashtag #DominosMeltdown will trigger halogen lights over the ice sculpture, with the ice then melting and a pizza box held by the driver dropping. The 50 closest tweets received to the time the box drops will be automatically entered into a prize pool to win free pizza for a year and a host of Domino’s Pizza goodies.

The campaign is being live streamed on YouTube, and was developed by global creative innovation network Iris Worldwide and overseen by Nick Dutch, head of digital at Domino’s Pizza Group.

Dutch said: “We’re constantly seeking new ways to innovate within social and find new ways to connect with our audiences. Based on the recent terrible weather, we thought this was a fun way to get temperatures soaring and help customers get hot under the collar with the chance of winning some free Domino’s Pizza.”

Facebook users have also been able to get in on the fun by entering their best guesses of what time the box will drop via the Domino’s Facebook page.

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