Cannes Lions

Delivery Player

MULLENLOWE SSP3, Bogota / DOMINO'S PIZZA / 2022

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Overview

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Credits

Overview

Background

For Domino's, one of the main objectives is to connect with the world of gamers, as it is an audience that is growing at the speed of technology. For this reason, one of the most relevant briefs this year is to reach them in a different way and get Domino's to deliver pizza even in video games.

Idea

Fortnite launched a pizza shop in its latest update, but what it didn't have was someone to deliver it. An opportunity to get closer to young people, which the largest pizza delivery company in the world could not pass up. That's why we created the first player that doesn't shoot anyone, just delivers pizza.

We launched an invitation so that anyone could add our deliveryman to their team and in a broadcast on Twitch he delivered hundreds of pizzas. There were so many invitations received by our deliverymen, that we had to create a job offer and guess who we hired; gamers.

Hundreds of gamers became delivery people and we paid them with what they love most, pizza.

Strategy

Domino's Pizza is recognized as the world leader in home delivery of pizzas, and has been working on a strategy to enter the world of gamers. Due to its increasingly digital target, the brand has the need to be at the forefront and look for different disruptive ways to deliver pizzas, even in video games. That's why Domino's has turned famous gamers and content creators into pizza deliverymen who delivered hundreds of pizzas during their broadcasts when playing Fortnite.

Execution

This action took place on February 20th through a broadcast on Twitch. The initiative aimed to make the first appearance of Domino's Colombia in one of the most popular video games in the world and take the first strategic step to build a community of gamers who love Domino's.

Outcome

Domino's Delivery Player delivered more than 10k pizzas in the video game, achieved more than 4 million impressions, 3.3 million interactions, reached 2.5 million gamers and more than 25 thousand people connected to our livestream.

There were so many invitations received by our deliverymen that we had to create a job offer. We hired more than +400 gamers to deliver pizza in the video game.

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