The first national campaign for Domino's created by WorkInProgress introduced the brand's bold new action, the Domino's Carside Delivery® 2-Minute Guarantee. The campaign focused on Domino's dedication to getting customers’ carryout orders out the door in under two minutes, no matter the conditions—wind, rain, snow, or... wild animals. Like the 30-minute delivery guarantee of the past, if Domino's doesn't succeed, you get a free pizza next time. No excuses.
To generate press for the new guarantee, we partnered with DraftKings to launch the first-ever bet based on a company’s performance. The $200K over/under challenge encouraged fans to predict if Domino’s would be quicker than two minutes over or under 80% of the time, and was a bold way to extend Domino’s history of transparency by putting our money where our mouth is, literally.
People can bet on almost anything these days, from the length of the National Anthem sung during the Super Bowl to lesser-known pursuits such as wife carrying. Now, Domino’s wants people to guess how long it takes to bring orders out to cars at its restaurants.
The national campaign included four TV spots, digital videos, streaming and terrestrial local radio, social, and a start-to-finish experience for customers within Dominos.com and Domino’s apps.