New Yorkers Do a Double Take
To introduce Domino's Doublemelt Pizza, the company's first new pizza since becoming a public company,
we had to get it into the hands and mouths of key consumers. Domino's Double Day in
New York City was the answer. Festivities included:
Opening Bell Ringing Ceremony at the New York Stock Exchange. CEO David Brandon and his twin sons rang the bell with video of a simultaneous bell ringing at a midtown Domino's store on the screen behind.
New York WB 11's roving reporter, Larry Hoff, covered live for three hours from the midtown Domino's location, and featured double deck buses, Doublemelt Pizza and twin sets of twins.
A partnership with Gray Line NY Sightseeing. From one of the company's bright red double decker buses, we made surprise deliveries of the new pizza to hungry consumers at high-profile locations including Times Square, Union Square and South Street Seaport.
Local and national media relations helped spread the new product news.
Excitement from sampling 2,000 pieces of pizza along with super media coverage resulted in a hike in both sales and the company's stock price. How's that for making waves?