In late 2007, Domino’s came to Momentum to develop an online “Big Game” program similar to McDonald’s Monopoly annual promotional program. The core object was to increase order count and frequency through a proprietary game that’s ownable and repeatable. The game needed to be immediate and easy to play for the Fast and Simple demographic.
As the Digital Creative Director, I played a large part in the game architecture and user flow for the program. I knew we needed to create an instant-win to satisfy the instant gratification of our players, but we wanted to run the program for 8 weeks, trying to incent repeat orders. To me, that meant a collect and win game approach.
We wanted the odds of winning to be high. We developed multiple options to go into consumer testing with headlines like “3000 winners a day!” OR “1 in 6 wins!” The Prize pool consists of 30 different ultimate items ranging from wearables to home audio systems and Xbox 360 Systems to a Scion tC that can be customized in 30 different ways.
This large program went through many evolutions and my team developed TV scripts, in-store POS, and the website. Hell, I was even designing pizza boxes myself, which was actually fun because of the copy and tone of the whole program.
The client decided to table the game because of another big campaign rolling in that same summer. We didn’t want to run tests in local markets that would conflict with the national promotion. The Dark Knight Vault was that other big program that launch in June.