Austin, Texas, the live music capital of the world, also has one of the largest deaf communities in the country. Our objective was to showcase Domino’s as not only a big national brand but also an engaged local actor that can use its innovative mindset and behavior, reflected in their “OH YES WE DID” tagline, at the service of community issues. In this case, bringing the live music experience to the deaf community through the Vibes – A Night to Feel the Music concert.

There were many challenges in putting on this event:

-new flooring had to be installed to enhance vibrations

-special speakers had to be positioned carefully for maximum effect

-balloons and beach balls were distributed to help attendees feel the vibrations

-special wearables that vibrated and flashed to the beat of the music were given out

-to make the experience even more impactful, Russell Harvard, a deaf actor in the “Fargo” TV series, was brought in to “interpret” the songs through sign language and performance

-live feeds of Twitter and Facebook were projected as people posted comments and photos

Working with the Texas School for the Deaf, alumni and students were invited to attend the free event where they could sample Domino’s products and experience a live music performance, many for the first time in their lives.

The result was an exciting show that literally reverberated with the audience. The event was streamed live so that those who could not attend could still enjoy the show.

The event was streamed live online and connected to social media through tweet-to-screen technology. The event was also covered by both print and online media.

The outcome was a successful concert experience for those in attendance, many who experienced live music for the first time, and Domino’s was able to connect with a new audience and make a positive impact on them.

Following the success of this event, we have received inquiries from other communities both in the US and internationally to replicate the Vibes concert and bring the live music experience to deaf people everywhere.