Domino’s creates an interactive yodel game

In the past few years, the fast food category has substantially increased its focus on the lucrative gaming audience. To tap into this audience with the goal of bringing people together, Domino’s launched its Group Ordering campaign on the popular Twitch platform.

For this program, Domino’s turned their TV execution into a custom interactive game, providing the Twitch audience with the opportunity to play live. Popular influencers such as Mixmon, Falcone and Amenyah played the game live on Twitch, but viewers were surprised when the streams were randomly interrupted by the influencers’ unexpected “DOMIN-OH-HOO-HOO” yodelling.

As soon as the influencer yodelled at any point during gameplay, the audience had to quickly respond back with a “DOMIN-OH-HOO-HOO” in the chat. When the user quickly sent in their yodelling response, they had the chance to launch a Pizza Wheel of Fortune where they could win prizes such as vouchers or gifted Subs. This activation also launched interactive live pizza-related polls where viewers could vote on important topics such as “To dip or not to dip?”, and “Best Base: Classic Crust or Special?” One of the most controversial debates was finally settled with the majority (66%) of live respondents voting that, no, they did not believe pineapple had any place on a pizza.

This campaign was an excellent example of how to engage with the gaming community in an immersive way that goes beyond standard media placements. The activation saw 12,000 “DOMIN-OH-HOO-HOO” yodel responses and garnered 900,000 minutes of content watched — which is the equivalent amount of time to cook 70,000 pizzas!