“Now emojis have the opportunity to provide a physical, real-world response—like a pizza delivered with a single interaction—layered on top of the user’s existing affinity for self-expression.” —juror Megan Meeker
“Simple, smart and lovable. The judges talked about whether it was gimmicky, but the PR alone was a great win. I’d try it.” —Drew Ungvarsky
Overview: People love using emojis. They love texting with them and, more recently, tweeting with them—almost as much as they love pizza. That’s why CP+B created Emoji Ordering for Domino’s Pizza. Users can create an account on dominos.com, save their favorite “easy order” as a pizza emoji, link it to their Twitter handle, and then text or tweet the pizza emoji to @dominos. Their order will be delivered to their front door in as little as 30 minutes.
•The project took roughly one year for CP+B and Domino’s Pizza to complete.
•On the day of launch, more than 500 people signed up to order with an emoji.
•Emoji Ordering became the topic of entire segments on Late Night with Jimmy Fallon, The Today Show and more.
Comments by CP+B:
Was the project part of a larger promotional campaign? “This is part of a new suite of ordering technology called Domino’s AnyWare, which introduced the ability to order with Ford SYNC, Samsung Smart TVs, and Pebble and Android Wear smart watches—and now, through tweet or text via an emoji. The AnyWare campaign featured celebrities who represented each technology. We ran 30-second and 15-second TV spots that featured Emoji Ordering, and we promoted the campaign in our press release, through social media and through our owned media channels.”
Did you meet with any out-of-the-ordinary obstacles during development? “An emoji hadn’t been translated to a keyword before, so we had to determine the pizza emoji’s individual code to make it a discoverable keyword that enabled us to prompt the user’s ‘easy order,’ with each platform requiring a unique code.”
Were there any specific demands that made the project easier or harder? “The idea was simple, but we had to communicate how to use it. We learned that people would try to place orders without having a saved order. Since people didn’t already know the process, we created a microsite and how-to GIFs for social media that conveyed the step-by-step directions on how to use the technology.”