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To achieve maximum media coverage for Domino’s Pizza, we turned what was a pure promotion — pizza delivery by the company’s marketing director Silvia — into news.
We decided to create a new job position in the company and launch a massive campaign for Silvia to find a Domino’s “Pizza Taster.” We partnered with the job platform Infojobs and its Cool Jobs section to create an irresistible job: $1,000 salary for one day’s work and free pizza all year. We did a three-phase communication: launch of the advertising campaign, communication of the job offer and the selection of the pizza taster (25,500 people applied for the job). We also collaborated with Cabronazi (an influencer with 12.7 million Instagram followers) to make it viral.
The campaign was covered by more than 125 publications, yielding more than $4.8 million in PR value
The campaign reached more than 29 million people
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