Domino’s Pizza launched a product promotion through the eBay auction website in January to gain customers through yet another nontraditional medium.
The article said: Domino’s used eBay as a marketing partner for its “Anything Goes Deal,” sponsoring a “treasure hunt” on the site for premium items valued at $250,000. Other chains have also used promotions on eBay. Bob Evans promoted its new Stacked and Stuffed Hotcakes on eBay with a charity auction.
To help promote their “Anything Goes Deal,” which offers any large pizza for only $9.99, Domino’s set up a special website to give consumers clues on how to find products such as iPod Nanos, Gibson guitars, Sony flat-screen TVs and even a 2007 Saab 9-3 Aero convertible for that price on eBay for only $9.99.
The article said: Domino’s supported the promotion with a series of three “viral” videos, created by JWT New York, which appeared on social networking websites. The videos featured characters, complete with MySpace profiles, who wanted to sell the big-ticket items.
Trisha Drueke, Domino’s vice president of brand marketing, research and development, said Ann Arbor, Mich.-based Domino’s positions itself generally as offering “great deals” and decided that eBay would be a logical marketing partner because of the deals consumers find there every day.
Using eBay helps the chain reach consumers at a place where they spend a large amount of time. Drueke said that Domino’s has gotten great feedback from their customers.
“Their [eBay’s] customers and ours have similar needs and attitudes,” said Drueke. “It was a perfect match.”