Emoji Ordering
Domino's2015
Emoji Ordering is a 2015 social ordering platform (Twitter/SMS) for Domino's, created by CP+B, Boulder.
Why it works
On 20 May 2015 Domino's let American customers order dinner with a single character. Link a Twitter account to a saved 'Easy Order', tweet the pizza-slice emoji at @Dominos, confirm by direct message, and the pizza was on its way. CP+B built it as the newest piece of AnyWare, the chain's push to take orders through smart TVs, smartwatches, cars and now social feeds, and teased it with a run of cryptic tweets made of nothing but emoji. It is studied because the marketing was a working product: a commerce feature simple enough to explain in one line and odd enough to become news on its own. The 2015 Titanium jury gave it the Grand Prix, its president Mark Fitzloff arguing that the idea could shift a major advertiser's business model. CP+B reported more than 500 sign-ups on launch day and whole segments about it on late-night and breakfast television.
Techniques
- Participation Customers order by tweeting a single pizza-slice emoji at the brand, so the social post itself becomes the transaction.
- Logos The pitch is pure convenience: link an account to a saved order once, tweet one character, confirm, and dinner is on its way.
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