Domino’s recently updated its repertoire of digital tools with a social-gaming iPad app. Users can score points by kneading dough, spreading sauce, sprinkling cheese, placing toppings and cutting slices in an allotted amount of time. You can compete against friends and strangers and then share your high scores on Facebook or Twitter, introducing a new kind of social media for restaurants. The game also allows users to make their own pizza and place the order through dominos.com.
Users will come to play the game but ultimately leave wanting pizza. Want proof? Check out the App Store customer review page, where someone comments, “I really want pizza now. Unfortunately it’s meatloaf night.” The combination of gaming, social sharing and the option to order an actual pizza make this app a tasty piece of marketing genius.
We turned to Ramon De Leon, Marketing Mind of six Domino’s Pizza stores in Chicago, to see what kind of results the application has produced.
“The power is in the opportunity it creates for store level marketing,” he said. “It has definitely created awareness and [pointed users] to our iPhone ordering app.”
Ramon believes that mobile is the right way to go because “it’s where the customer is headed. Tablet menus, self serve table top ordering stations, videos on iPads of specials and the opportunity to share in real time have made technology an embrace now or learn it later necessity.”
Why do people download apps? To solve problems, of course. If you want Jane Consumer to download your app, you need to find a solution to her everyday unmet needs. But that’s easier said than done, which is why lonelybrand highlights a super-problem-solver (AKA mobile app) each week. Take a few hints from these guys and next thing you know, you can answer Jane’s conundrum of the day with that timeless phrase, “there’s an app for that.”