Domino’s has announced that it achieved peak engagement levels of 23 per cent when using promoted tweets through Adaptly at the weekend, as the pizza company looked to engage second screeners.
Overall, the number of @Dominos_UK mentions numbered more than 24,000, with over three million impressions.
Rupal Patel, digital campaign manager at Domino’s Pizza Group, said that Twitter and pizza went 'hand in hand' and said of the microblogging platform that she couldn't think of another platform that allowed it to be as creative with content.
Adaptly, one of Twitter’s approved marketing platform partners, tested a variety of messaging styles to uncover those that resonated best with TV audiences, with programme-specific, brand and offer-led tweets all trialled.
Domino’s reported a rise in engagement rates rise from one per cent to over 15 per cent for Promoted Tweets with images.
The company said that the campaign allowed the brand to learn about its customers by identifying key programming, like football, to target in future campaigns.
Nikhil Sethi, CEO at Adaptly, added: “This collaboration illustrates what is possible when a category-leading brand executes a strategy that takes advantage of the most advanced marketing opportunities available on a platform like Twitter. There is a unique relationship that exists between TV and social media, and we saw an opportunity there for Domino’s.”
Earlier this month, Twitter unveiled research while found that TV and Twitter advertising worked best in harmony.