Domino's has launched the ‘Pizza Quest’ campaign on Vine featuring six-second loops created by ‘Viners’ Huw Samuel and Leslie Wai.
The campaign, created by media planning and buying agency Arena, will aim to drive awareness of the pizza group’s blog which regularly sees original content.
The pair, who have 120,000 followers between them, will create a vine, once a month, until the end of 2015 for Domino's, with the first installment going live on 29 October.
The content will be hosted on the pair’s Vine pages in addition to the Domino's blog, which was launched in 2013.
Rupal Patel, digital campaign manager of Domino’s, said: “We’re always looking for innovative ways to not only produce content, but also ways in which we can distribute it through paid, owned and earned media.
“We’ve seen great success with our social and content strategy throughout 2014, and using influencers to not only promote but also create content with us, is an exciting next step.”
Ariel King, content strategist at Arena, added: “This is a great example of where content is headed in our industry. Working with influencers will help Domino’s amplify their message, while also giving us the opportunity to tell the brand story with new audiences, and engage with followers in different ways.”
The Pizza Quest series will see Leslie and Huw fail to sate their hunger for Domino’s.
The fast food chain’s latest TV ad campaign championed the pizza crust, introducing the new cheese and smoky bacon flavour.