In early 2019, Domino’s Pizza launched a loyalty campaign with a difference.
The quick-service chain’s “Points for Pies” initiative aimed to celebrate “the love of pizza” by asking consumers to visit its branded mobile app and upload an image of a pizza in exchange for loyalty points.
What was the campaign’s secret sauce? Consumers could upload a photograph of any pizza – be it from Domino’s itself, a competitor’s product, a homemade effort, or a frozen pie – to claim their reward. Users were limited to one photo per week, and earned ten points for each upload made using the...