Out of sheer love for pizza, countless people in the US make Domino’s a part of their wedding, whether it’s used during the proposal, served at the reception, or ordered after the couple returns home exhausted from their honeymoon. After watching this happen for years, we embraced this trend and launched the Domino’s Wedding Registry – the first-ever registry where engaged couples can ask for cheesy pizza as wedding gifts.
The Domino’s Wedding Registry enabled couples to choose from 11 different pizza bundles to enjoy before, during and after the wedding. With gifts like the “Thank You Card-a-thon,” or the “Wedding Night,” or "Low-key Date Night," or the “2AM Bachelor Party Feast,” brides and grooms could finally get something they both truly love as much as each other. We spread word of the platform by going where the brides go, infiltrating the sacred bridal industry with tongue-in-cheek print resembling wedding gown ads, placing banners on the #1 wedding inspiration site (Pinterest), and even disrupting a traditional wedding planning exhibition.
The campaign received national coverage, garnering 1 billion media impressions in the first 7 days with the platform receiving more than 400,000 page views from 165 countries, thus far. Since the launch of DominosWeddingRegistry.com, 4,000 registries have been created and nearly $1,000,000 worth of pizza has been registered for. With just a few months down, we have forever to go.