Magazine article Marketing

Domino's Trials First 'Live Order' TV Ad

Magazine article Marketing

Domino's Trials First 'Live Order' TV Ad

Article excerpt

Domino's Pizza is bracing itself for a surge in demand as it trials its first interactive TV ad on SkyDigital this week.

Open and Domino's claim the ad is the first to allow viewers to order 'live' from an ad. Orders are promised to be delivered within 40 minutes.

Previous interactive ads for Unilever's Chicken Tonight and Procter & Gamble's Dove allowed consumers to apply for trial vouchers.

According to Open sales director Nick Bryant, Domino's can expect the campaign to deliver an uplift of 25% in sales from its interactive site.

However, he anticipates that the level of response to the Domino's campaign will be less than the response rate of 2% to 3% experienced by the Chicken Tonight and Dove campaigns, because the ad is not offering free samples.

The company launches the ad this week, with last-in-break spots between 8pm and 9pm on Sky Premier, Sky Premier 2 and Sky Movie Max 4. …

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