Joe Corr, Richard Giuliani, Dave Rowley, Eric Miller
Ethan Decker, Katie Sherman
Chief Strategy Officer
Dan Corken, Morgan Burrows
Domino’s Piece of the Pie Rewards is the only loyalty program that lets you earn rewards points toward free pizza any way you order. What better way to show the world all of the ways to earn Piece of the Pie rewards points, than with a seamless Rube Goldberg machine? Following the Rube Goldberg themed TV spots, Domino’s took it one step further and turned that machine into an engaging mobile game. The best part, is that the game became an entirely new way to earn free pizza. Built within the Unity 3D Platform, the physics-based game has six unique levels on your journey to free pizza. Guide your pizza cutter car along a boost-filled track, racing the clock to the finish line. Use pizza sauce Spoodle catapults to reach crazy heights. Avoid the Noid if you can. Winning isn’t everything. Except when winning means pizza.
Domino’s created a Rube Goldberg machine to seamlessly depict all of the ways Piece of the Pie Rewards members can earn points toward free pizza. And then, they turned that machine into an engaging and fun mobile game, which became another opportunity for Piece of the Pie members to earn rewards points toward free pizza. Domino’s created the game to thank all of the Piece of the Pie Rewards members for their loyalty and as a means to unveil the new ‘Earn Any Way’ loyalty program.
Piece of the Pie Pursuit not only won FWA of the Day, but, more importantly, garnered over 250k downloads, converted $35k in sales during the first week of its release, and has 57k game completions and counting. Aside from the successful stats, the game garnered tremendous PR value for the Domino’s brand, since Domino’s is the first pizza company to invest in this caliber of engagement for its loyalty members.