Domino's UK dabbles in 'Facebook commerce' for ribs launch

Feb. 8, 2012

Domino's Pizza U.K. is giving Facebook fans the chance to preview its new spicy Boneless Ribs a week before its national launch.

The promotion began on Monday and runs through Feb. 12. The ribs will be available to the general public on Feb. 13.

Domino's UK Facebook fans can try a portion of its new bite-sized spicy Boneless Ribs, served with a BBQ dip, for an exclusive promotional price of £2.99 (about $4).

Those who log onto the page and click through to Domino's ordering site will have the new item automatically added to their checkout basket.

"We've now got over 400,000 fans on our UK Facebook page and to thank them for coming back to our page time and again, we wanted to give them a sneak preview of our new Boneless Ribs and enjoy them at a very special price. Our Facebook fans are very knowledgeable when it comes to our menu so we can't wait to see what they think of this tasty new addition," said Simon Wallis, sales and marketing director at Domino's U.K.

According to Marketing Week, more retailers are experimenting with "f-commerce," or shopping via a social network.

Read more about social media promotions.

Topics: Customer Service / Experience , Food & Beverage , Marketing / Branding / Promotion , Online / Mobile / Social , Online Ordering

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