Domino’s Pizza UK (@Dominos_UK) wanted to extend its reach among 16- to 44-year-olds, connecting with them in moments when they’d be in a pizza-relevant mindset.
The brand knew that its target demographic aligned closely with football fans, and that among this audience, ordering pizza is always considered a great move on match day, an idea further echoed in its choice of hashtag: #OfficialFoodOf.
@Dominos_UK turned to Twitter, where it could sponsor premium, real-time content that its core audience would love. Through Twitter, it sponsored a weekend’s worth of Premier League video highlights, which were Tweeted by Sky Sports PL (@SkySportsPL) as the action took place.
To keep its own brand top of mind as viewers enjoyed @SkySportPL’s content, @Dominos_UK used a range of 6- and 10-second brand ads as pre-roll to the highlight videos.