The pizza brand has created an augmented reality experience in the UK that allows consumers to get the mobile ordering app, become a Facebook fan and download deals right on the street.
Domino’s Pizza has launched an augmented reality initiative at more than 6,000 sites across Britain to promote their 555 deal. The augmented reality-powered posters enable consumers to download deals, get the Domino’s mobile ordering app and become a Facebook fan through their smartphone. The company used the Blippar app to create the experience.
Online orders account for an increasingly large proportion of Domino’s business, and mobile sales are naturally a key part of the equation. After success with QR codes, Dominos wanted a more dynamic tool for engaging with customers and augmented reality gives the company a chance to communicate much more than just a pizza deal.
Nick Dutch, Multimedia Manager at Domino’s, commented:
We’re always looking for innovative new ways to engage with our customers using the latest technology. This exciting new campaign with Blippar provides us with a great opportunity not only to communicate a good pizza deal, but also to engage with users by offering them information specific to their local store and other features just for mobile users. With sites up and down the country, we’re looking forward to pizza lovers blipping it where they live to get more from our posters. The posters campaign is designed to reach customers while they’re out and about on the high street and remind them of the piping hot pizza and great 555 deal Domino’s can deliver straight to their door.