AnyWare

3 Reasons Why Domino’s Use of the Pizza Emoji Is Marketing Genius

Earlier this month, we covered the emerging popularity of branded emoji keyboards, and more specifically how Bojangles’ innovative Bomoji was generating such success. But there is one brand who has trumped all other emoji efforts from a marketing standpoint… and they didn’t even have to create their own keyboard to do so.
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If you don’t recognize this slice of heaven, then chances are you’ve been living under a rock for quite some time now. That my friends is the classic pizza emoji, and Domino’s has turned this cultural phenomenon into an iconic marketing tool to help their brand stay relevant in a very competitive space.  Don’t believe me?  Let me further explain.

1) It Ladders Up to a Larger Marketing Strategy

In case you think this emoji ordering tactic is a bit of a marketing ploy (which it totally is), take a step further back to see it from a more holistic standpoint.  The emoji ordering is simply one tactic of many to reinforce a larger strategy called the “Domino’s AnyWare initiative“.
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In a nutshell, this initiative means that Domino’s is committed as a brand to provide every possible way of ordering pizza in new, digital ways.
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To further spread awareness of this message,  high profile celebrities are used to rave about the convenience of ordering Domino’s pizza from their device of choice. Sarah Hyland texts, Richard Sherman tweets, and Eva Longoria orders from her smart TV.  All these communicate one clear message: Domino’s is trying to stay relevant to a digitally connected audience.

2) It Puts the Audience First

The key to Domino’s success with this initiative is that it puts their audiences first, a key component that we frequently stress to our clients.ThumbsUp
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“It’s the epitome of convenience,” says CEO Patrick Doyle in an interview with USA Today, who then continues to explain that the ordering process has now become an almost 5-second exchange. As well, Domino’s Android and iOS apps were also named the highest-rated retail apps for restaurants by ARC from Applause®.
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But in case you still find this tactic silly, or that it doesn’t deserve the buzz and recognition it deserves, look at it from this standpoint:  It clearly required Domino’s to make some changes to its ordering process.  That’s a bit risky and a ton of work for an organization their size to do.
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To me, this communicates a clear audience-first mentality that will win the hearts of customers even if they don’t get it right on the first try, or even if the process isn’t ideal for every ordering situation.

3) It Focuses on More Than Just Millennials.

Let’s face it: emoji’s are pretty silly.  Using emoji’s to order pizza?  That’s even more ridiculous.
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What could have been a momentary flash in the pan tactic only aimed at “millennials”, Domino’s extended to other audiences by following with the #EmojiLiteracy campaign.

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What’s genius about this extension campaign is that it isn’t JUST targeting millennials.  It is clear Domino’s also saw the opportunity for an older and broader audience to interact and appreciate the campaign, something that I see very few brands doing.
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The humorous PSA-like campaign targets adults unable to decipher seemingly cryptic texts from their emoji savvy teenagers, providing a solution with their free educational emoji flashcards.
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The lesson?  There are clever ways to reach multiple audiences without alienating them.  By finding a common ground between younger and older audiences, they successfully won both audiences over with humor.
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Key Takeaway

At the end of the day, the point isn’t that every brand needs to integrate emoji’s into their campaigns (although many are jumping on the bandwagon), but to keep an eye on their audience’s passion points. Domino’s is an excellent example of a classic brand who has successfully adapted to a modern era by tailoring its marketing and product offerings to the customer.  This is a strategy that will always win in social media.

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