DOMINO'S: PAVING FOR PIZZA
America has an ongoing frustration with potholes, and Domino's customers have a simple desire to make sure their carryout pizza gets home intact. So we set out to do what nobody expected from a pizza company: fix our nation’s roads.
We launched the Domino's Paving for Pizza campaign having already paved roads in four cities, and then asked customers to let us know where to pave next. After receiving 137,000 nominations from 15,257 zip codes, we set out on a 50-state-barnstorming-pothole-repair-tour, and pulled off the single biggest PR story in Domino’s history.
We partnered with towns, big and small, by giving a grant for their local road crews, then shared a kit of construction-themed Domino’s truck decals and chalk paint stencils to use on the days they paved. Of course we invited the local news as well. Within two months of launch, the campaign received more than a billion media impressions, became the #1 item on reddit, and received widespread praise from the public to politicans, even Bernie Sanders. The campaign garnered at least one news piece every week for an entire year.
