Case Study

Domino’s UK joins the Love Island conversation by sponsoring real-time video

Key results

The opportunity

Domino’s () knows that the recipe for a great night in is TV, pizza, and good conversation, so the brand wanted to stay top of mind as viewers settled in to watch Love Island () and talk about the show on Twitter.

Love Island () is the most popular show for ’s core audience of 18- to 34-year-olds, and Twitter is where they go to discuss it, with 11.2 million Tweets (and counting) about this year.

The strategy

Working with Twitter and ITV (), became ’s exclusive sponsorship partner.

promoted real-time clips from episodes on Twitter, targeting its own key audiences. Each clip featured a Domino’s pre-roll, ensuring that the brand would be associated with the most talked-about moments of the show.

Driven by Twitter data, determined that the best times to promote content were during the show, and then again the following morning, to reignite conversation.

Turn on the power of Twitter plus TV.

took advantage of the fact that, while watching TV, people love both digging into a Domino’s pizza and feeding their fandom by interacting with their favourite shows on Twitter.

Boost your brand through sponsorship.

Building on previous Twitter sponsorship successes, knew its partnership would lead fans to associate its brand with the biggest moments of the year’s biggest show.

The success

’s campaign outperformed the brand’s high expectations. Not only did Domino’s sponsor the biggest TV programme of 2018, it also saw great value on Twitter with a 51% VTR (view-through rate) and a £0.02 CPV (cost per view).

Having seen huge success in previous sponsorship campaigns, we were really excited about this opportunity with the most talked-about TV show of the year. Tapping into the real-time conversation unlocked a huge, engaged audience, and the results exceeded all expectations we had.

Kathy Connolly, Paid Media Manager, Domino’s Pizza Group Ltd

Solutions used

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