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Domino's entices loyalty membership with mobile game

April 2, 2018

Domino's has introduced a mobile-based game that rewards winners with free pizza as part of its claim that is the "first and only" national pizza chain offering loyalty points by phone, in-store and through online ordering. Piece of the Pie Pursuit immerses players in one of the brand's TV spots on its Piece of the Pie Rewards that also involves what is commonly called a "Rube Goldberg machine."

Goldberg was a cartoonist, who gained fame drawing machines that performed easy tasks by using a series of chain reactions to complete them in very complex ways. Each section of the game played in the TV spot gives players pizza-themed challenges, like using a pizza sauce "spoodle" as a catapult. Players who win all six levels of the game get 10 points toward free pizza the next time they place a qualifying order.

Members also get 10 points per day for any order over $10 and are rewarded a free medium two-topping pizza when they reach 60 points. The mobile games can be downloaded for Apple or Android devices.