The new ads, which broke on Christmas Eve, brought back the company's brand promise from over a decade ago that it could deliver a pizza in half an hour or you get a discounted or free pie.
The new Web site extends the 30-minutes idea with the notion that consumers have 30 minutes to explore dominos.com. The site, which promotes Domino's current promotion, "Big Fantastic Deal," links to a new corporate domain, dominosbiz.com.
The site also lets consumers order pizzas online, via a "Menu" and "Find a Store" sections, and get a visual of different pizza combinations. The menu images glow when the cursor moves over them, and once the customer clicks on an order, it is automatically placed in the customer's cart.
A company spokesperson says Domino's began advertising its online ordering function in TV and print ads last summer--"but online ordering has been ramping up in our system for a number of years. It is currently available in nearly 3,500 of our 5,000 U.S. stores. Right now most orders still come via the phone."
The spokesperson said the company has been boosting media spend on interactive efforts for several years.