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Arena Media has unveiled a campaign for Domino’s wider ‘Pizza Legends’ drive

by on June 4, 2015 in featured item, Lead Article, News you can use, Retail, Retail News

Media planning and buying agency, Arena Media, has co-created content with three influential YouTube video bloggers to raise awareness of Domino’s wider ‘Pizza Legends’ initiative.

Launched in March, Pizza Legends is a through the line campaign that brings to life ‘pizza personalisation’, making the process more fun than just functional.

You can see each of the video bloggers’ final Pizza Legends here:

– Ollie – The Pre-Party Pizza Legend
– Rose – The Rose Ellen Delicious
– Rosie – The Mine’s Better Than Yours
– Spencer and Alex – The Mine’s Better Than Yours

Building on the ‘Pizza Legend’ theme, in Arena Media’s co-created campaign for Domino’s Pizza, each YouTube channel was given exclusive access to the Domino’s Test Kitchen and were challenged to make and name their very own, perfectly personalised Pizza Legend.

Each of the YouTube channels involved – Oli White TV, Rose Ellen Dix and Spencer & Alex – which have combined viewer numbers of over 1.6 million subscribers, have each been carefully selected by Arena Media due to their reach and relevance among Domino’s key audience groups. Spencer & Alex and Rosie Ellen Dix are aligned with two of Domino’s key passion points – football and gaming respectively.

Meanwhile, Spencer & Alex’s following is a good fit with Domino’s ‘family feasters’ demographic, and Rosie Ellen Dix and Oli White TV are both popular among the brand’s younger male and female ‘social snackers’ target audience.

The YouTubers will take viewers on their very own personalisation journey, sharing the backstories that helped inspire their creations, as well as taking part in a few challenges too.

The three videos can be viewed on each vlogger’s YouTube channel from today, 2 June, and will be hosted on the Domino’s Blog, which is creatively managed by Arena Media.

Rupal Patel, Digital Campaign Manager at Domino’s Pizza Group, said: “These videos perfectly capture the spirit of the overall campaign and gives Domino’s fans a chance to see just how we make our pizzas. Having worked with Vine stars Huw Samuels and Leslie Wai in 2014, we were keen to build on our previous success and ensure that influencer marketing was key to our Pizza Legends campaign.”

Ariel King, Content Strategist at Arena Media, added: “The nature of content marketing means we’re always looking at innovative ways to attract and retain core audiences. YouTubers represent a fantastic opportunity for brands to communicate their stories in a credible and entertaining way. With social platforms, like YouTube, showing such a preference for video content, this is a great way to encourage shares of content across multiple platforms.”

This latest tie-up builds on the huge success Domino’s saw when Arena Media masterminded a co-creation initiative, #PizzaQuest, with influential Viners, Huw Samuel and Leslie Wai, in late 2014, which saw over 12 million impressions.

You can see each of the video bloggers’ final Pizza Legends here:

– Ollie – The Pre-Party Pizza Legend
– Rose – The Rose Ellen Delicious
– Rosie – The Mine’s Better Than Yours
– Spencer and Alex – The Game Changer


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