Daily Insights

A Starring Slice

By: Mackenzie Baker | Jul 30, 2020

Domino’s is launching the Domino’s Homemade Film Festival, its first festival composed of fan-made videos starring its popular pizza and other menu items. Each video must be less than one minute long and be submitted by August 11th to be a festival contender. Domino’s created a microsite for the initiative with film inspiration, such as how one awaits their contactless delivery or what they do with their pizza leftovers. By encouraging ideas centered on its products, Domino’s could boost engagement on its website and mobile app as fans look for themed concepts, according to a Gartner report. From September 7-11, fans can watch each video submission and vote on their favorites, with a winner to be announced on September 18. The winner of the Domino’s Homemade Film Festival will receive a year’s worth of free pizza, while the runner up and third place contenders will receive a $500 and $200 Domino’s gift card, respectively. 

Domino’s fan-centric film festival could captivate customers while keeping their minds centered on the pizza brand. The videos, which will be promoted on digital and social media, also give Domino’s a hefty slice of advertising. Using fan generated content allows Domino’s to stay relevant and connected with its audience, while continuing to promote social distancing. With pizza delivery seeing a surge in sales during the pandemic, Domino’s new film festival gives it another chance to drive home its delivery capabilities, potentially setting itself apart from other fast-casual pizza restaurants. The brand’s film festival is its third fan-focused campaign since the pandemic began, having run an initiative donating 10 million slices of pizza to those in need, as well as a “Rain Check Registry” campaign that connected it with couples who had to postpone their weddings due to the crisis. 

Domino’s knows its fans are hungry for entertainment, so it’s putting the power in their hands to create a short, cinematic feast starring its pizza. With the rise of short video content, thanks to TikTok and Instagram’s new Reels feature, Domino’s could turn its engaging festival into an annual tradition using fan’s homemade videos.