Domino's targets sports fans with digital marketing campaign

Fast food chain Domino's Pizza has this week launched a digital-only marketing campaign to tie in with the first week of the 2014 NCAA college basketball championships in the US.

As millions of American sports fans tune in to their televisions to watch the sporting action, Domino's is offering 50% off all menu-priced pizza orders placed online between 18-23 March.

College basketball's tournament month is reportedly a busy time for Domino's each year, with the company saying it sold more than 1.7 million pizzas during the 2013 semi-finals and championship game nights combined. The deal is only available on the business's main website, mobile website and the iPhone, Android, Windows Phone 8 and Kindle Fire apps, appealing to those consumers who want their food delivered while they watch the basketball at home.

Chris Brandon, a spokesperson for the retailer, said: "We're looking forward to letting our customers enjoy any combination of pizza at half off as they cheer on their teams.

"With the convenience of our digital ordering channels, no one will have to miss a second of the games when they order online."

Domino's unveiled various new technological initiatives at the Consumer Electronics Show in Las Vegas at the start of 2014, and is looking to introduce them to its offering later this year.

Beginning in mid-2014, Domino's customers who have a 'Pizza Profile' on their Domino's mobile app, as well as the Ford SYNC in-car connectivity system, will be able to use the automotive manufacturer's tool alongside voice-activation technology to place orders from their vehicles.

Patrick Doyle, Domino's Pizza president and CEO, described the move as "one of the coolest in a long list of recent technology innovations" developed by the company.

"To be able to partner with a brand like Ford, with its terrific SYNC technology, to offer yet another way to bring our ordering app experience to life makes it all the better," he explained.

Domino's customers can save their preferred pizza and menu item combinations, address and payment details using the 'Easy Order' function online or on the mobile app, with the order then completed using voice commands provided by the SYNC system.

"We will continue to come up with every way possible to conveniently order from Domino's, and use technology to offer the best customer experience possible," added Doyle.

"This is just the latest step, and we are very excited to roll this out later this year."