By tweeting the hashtag #Dominosmeltdown, fans activated halogen lamps that blasted a 5-foot ice sculpture of a Domino's delivery driver, which was holding a pizza box, with heat. Through a live stream on Youtube, entrees could watch the statue melt and see whether their tweet was the one to finally make the box fall from the driver's hands – winning them a year's supply of Domino's pizza. Facebook enabled non-Twitter users to guess when the box would drop.

No.1 trending topic in UK

12,045 tweets in 6 hours

Tweet made every 1.47 seconds

17,062 Youtube playbacks

3,852 people watched it live

13.10mins average viewing time

1,400 Facebook entries

18,609,175 potential Twitter reach

76% uplift in online sales for the day

Viewed in 88 countries

Consumers engaged, new customers joined, and the activity created an organic community that advocated the brand through having fun. They encouraged one another to play and each tweet was overwhelming in its praise for the campaign. People are still tweeting #DominosMeltdown. Overall, the campaign reinforced the company’s mantra that there’s always ‘Greatness from Domino’s’.