Domino's Pizza UK: Serving up excitement with Domino's and Hollyoaks

This case study shows how Domino's, a pizza delivery service brand, unlocked an untapped consumer group by sponsoring a popular soap opera in the UK.

Domino's Pizza UK: Serving up excitement with Domino's and Hollyoaks

Ellissa Naylor

Campaign Details

Brand: Domino's Pizza UKBrand Owner: Domino's Pizza GroupLead Agency: Arena Media UKContributing agencies: Channel 4; Lime Pictures; Iris WorldwideCountry: United KingdomIndustry: Restaurants; takeawaysChannels used: Content marketing, Email marketing, Online display, Online video, Sales promotion, Social media, Sponsorship - media, Television, Word of mouth, advocacyBudget: 5 - 10 million

Executive Summary

On-air, off-air, online - the 360 degree Domino's sponsorship of Channel 4's flagship soap, Hollyoaks, is an all-encompassing two-year deal, which...

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