Domino's redefines celebrity meals in social-first campaign

"Domino's is launching a social-first campaign that puts a twist on celebrity meals ahead of March Madness to promote the return of its Best Deal Ever. The campaign features the personal pizza customizations of influencers and content creators such as Jesser, Trisha Paytas and Courtney Cook, along with select college basketball players. Consumers will be able to order the special meals via a landing page."

"Domino's is partnering with Friends Keep Secrets, a podcast featuring Benny Blanco, Lil Dicky and his wife, Kristin Batalucco. During branded moments throughout the show, the hosts will use the Best Deal Ever deal to create their own pizza combinations. Domino's is putting the focus on social media creators in a social-first campaign, which comes just months after the pizza brand launched its first refresh in over a decade."

"Celebrity meals have become a popular go-to for restaurants looking to stand out on social media. McDonald's has been utilizing them for decades, with celebrity collaborators including Micheal Jordan and BTS. Domino's is looking to expand the idea of the celebrity meal to include social media influencers and content creators. The wide variety of talent is intended to inspire consumers to construct their own celebrity meal."

Domino's is executing a social-first marketing campaign centered on its Best Deal Ever promotion, featuring personalized pizza customizations from influencers and content creators including Jesser, Trisha Paytas, and college basketball players. Consumers can order these special meals through a dedicated landing page. The campaign extends to a partnership with the podcast Friends Keep Secrets, where hosts Benny Blanco and Lil Dicky create pizza combinations using the Best Deal Ever deal. This initiative follows Domino's first brand refresh in over a decade and reflects the company's strategic focus on mobile ordering through its relaunched app and website. The approach expands the celebrity meal concept beyond traditional restaurant partnerships to include social media influencers, encouraging consumers to create their own customized meals. Domino's Q4 revenue reached $1.54 billion with a 6.36% year-over-year increase, supported by its loyalty program which grew to 37.3 million members.

Read at www.marketingdive.com