Domino's 'Piece of the Pie' campaign takes stock of customer loyalty
In the latest in a long series of “Oh Yes We Did” moments for Domino's Pizza, the company launched its 'Piece of the Pie' rewards campaign this week offering company stock and store profits to customers with social media as the incentive.
Airing in 30-second spots on television featuring real life Domino's super fans, the campaign encourages customers to share their love of the brand with photos that will be featured on the brand's social media pages. Those that share on Instagram or Twitter are then eligible to receive store profits to the tune of $10,000 while all existing and new rewards members are eligible for a chance to receive ten shares of Domino's stock every month.
"Prior to today, Piece of the Pie Rewards members earned points toward free pizza. Now, we're literally giving our customers a piece of the pie, in the form of shares of stock and a share of store profits," said Russell Weiner, president of Domino's USA. "Each month, 25 lucky Piece of the Pie Rewards members will each be randomly selected to win 10 shares of Domino's stock, now through November 2017.
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Designed by CP + B, the campaign has also created a new pizza box for the launch, with recreates the leather feel of a banker's briefcase with gold foil accents. Those customers who qualify will receive their stock certificate in the 'briefcase' as well as a golden pizza cutter.