Stealing the Euros spotlight without sponsoring it
Challenge
Own a slice of the Euro without being a sponsor
With every major brand fighting for fans’ attention, Domino’s needed a way to become the talk of the tournament without the rights, the logos or the multimillion-pound sponsorship deal.
Solution
Domigoals turned every goal into a race for free pizza
Fans followed live scores in the app and, every time the ball hit the net, the first 1,000 people to tap ‘Apply’ unlocked a £5, £10 or £20 Domino’s voucher.
Every match became a second-screen experience, with fans cheering for any team to score and then scrambling for slices.
The client was craving a second helping for the World Cup
Following the Euro success, it got a refresh four years later for the World Cup with new UI and app design.
Results
A campaign that delivered
The app was downloaded more than 54,000 times in just three weeks, achieved an 88% engagement rate, and helped fuel a 43.4% increase in ecommerce sales.
More importantly, Domino’s proved that a smart creative idea could outperform an expensive sponsorship, winning fans without ever buying the badge.
54K+
App downloads in just over three weeks
88%
App engagement rate
£5
ROI for every £1 spent
Awards
FRESH AWARDS
SILVER: Freshest App
BIMA
NOMINATION: Best App
Credits
Agency
Big Communications
ECD
Dylan Bogg
Creatives
Andy Peel
Ed Bentinck
Designer
Mark Walters
© 2009–26 Andy Peel