Domino's Pizza Promotes 'American Legends'

  • June 17, 2009
Domino's Pizza has enlisted House Party, a consumer activation and experiential marketing company, to promote the Domino's American Legends Pizzas by sharing them at 2,000 in-home parties across the country on Saturday.

About 30,000 consumers -- or 15 at each party -- will try the seven pizzas, which are inspired by the unique tastes to be found throughout the country. The pizzas include Fiery Hawaiian, Honolulu Hawaiian, Cali Chicken Bacon Ranch, Pacific Veggie, Memphis BBQ Chicken, Buffalo Chicken and Philly Cheese Steak.

House Party's word-of-mouth marketing platform specializes in engaging thousands of qualified consumer advocates to host in-home parties where a brand or product is at the center of the party. Hosts invite their friends into their homes to hold a fun, authentic party. Each event is tracked and monitored by a custom-branded micro-site, launched to gather, galvanize and manage the party community and track the powerful and carefully engineered outcomes of each House Party event.

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House party hosts will be supplied with a party pack including a $75 gift card to purchase one of each Domino's American Legends pizza for the party, a Domino's notepad and pen, a "You Gotta Be Kidding" game from Zobmondo and coupons from Domino's, Zobmondo and AMC Movie Theater.

Domino's also is conducting a "legendary, yet cheesy" online photo promotion in honor of the American Legends pizzas, which includes 40% more cheese than a regular Domino's pizza. Since Wednesday, the first 500 individuals who submit a photo of themselves in front of a legendary American landmark with a Domino's pizza box will receive a $15 gift card valid for a Domino's American Legend pizza.

Individuals with qualifying photos can submit their photos by emailing pr@dominos.com for a chance to win. Domino's will post contest winners' photos on www.flikr.com. --Tanya Irwin

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