Icy PR Stunt for Dominos Pizza
|Title:||Icy PR Stunt for Dominos Pizza|
|Category:||icesculptures, 3dicesculptures, branded-ice-sculptures, product-launches-and-promotions, interactive, experimental-and-jaw-dropping|
iris worldwide commissioned icebox to create a life size ice sculpture of a Domino’s delivery man, purposefully designed to withstand increased heat but with the eventuality of melting after a period of time with the arms giving way first. Consumers would ‘tweet the heat’ with the hashtag #DominosMeltdown which in turn would control the temperature of the installed halogen lamps. The winner would be determined by the final tweet that brought the pizza box down to the floor.
This nationwide campaign was engineered to bring brand awareness for Domino’s Pizza, connecting them with their audience and encouraging a social hype around their brand and pizza’s.
Over 12,000 consumers were enthusiastically engaged in the activity and talking about Domino’s on various social media platforms. Domino’s reported that #DominosMeltdown became a top trending topic in the UK with approximately 2,000 tweets posted every hour, or 33 per minute. The average viewer stayed engaged on their YouTube channel for an average of 12 minutes. iris worldwide were delighted with the results, reporting that the campaign ‘couldn’t have gone better’.