Dancers 'flash' to help market Domino's

July 11, 2011

A flash mob of 150 dancers helped Domino's Pizza Australia unleash a social media campaign to whip up excitement about its refreshed Hawaiian pizza recipe.

The dancers descended on Westfield Centre in Australia and performed to a soundtrack of surf tunes, dressed in Hawaiian garb. Watch it below.

"The Hawaiian pizza is the one of the most popular pizzas in Australia and after listening to our customers, we discovered the ingredients make all the difference," said CEO Don Meij. "We have invested heavily in this campaign to let people know that thanks to the addition of sweeter, juicier late harvest pineapple, high quality champagne ham and more mozzarella, they can now expect the tastiest Hawaiian Pizza when they order from Domino's."

The pizza chain is also giving away a trip to Hawaii via Domino's Facebook page. Entrants are asked to convince the chain of their "Hawaiian side" to be in the running to win a five-night trip for two staying at the Hilton Waikiki Beach. The competition will also drive awareness of Domino's new online ordering feature.

The competition runs through Aug. 7.

Topics: Domino's Pizza , Marketing , Marketing / Branding / Promotion , Online / Mobile / Social

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