Domino’s Taps Instagram-Based Game to Drive Awareness of New DXP Delivery Vehicle

Pizza giant is gaming Instagram – literally

SPONSOREDUpdated 7:19PM • 04/06/16

Domino’s is on a mission to make their new DXP delivery vehicle a household name. While brands have used games and social media for years now to drive awareness, it’s rare that Instagram has ever been a part of that mix. Traditionally seen as an online mobile photo-sharing and video-sharing social network, creative agency CP+B is tweaking Domino’s Instagram to include a click-thru game called “DXP Adventures.”

Players navigate through different levels on the platform where they are prompted to answer questions correctly in order to advance to the next stage of four-stage game. At the end of the game, winners are provided with a promotional code for a discount on their next order.

According to a recent story in Digiday, Matt Talbot, vice president and executive creative director for CP+B, explained that they were looking to make the Instagram network, which is very popular with Domino’s customers, more interactive. In the story he says, “We want to adapt the DXP’s microsite experience to different social networks and we want to do more than just a photo or a video on Instagram.”

Kate Trumbull, director of digital marketing for Domino’s, added that, “The goal of our social media campaigns is give people an idea to talk about our brand. This Instagram-based game speaks to the creation of the DXP and gives us a chance to show the vehicle’s features.”

To read the original Digiday story, click here.