Case Study
Domino’s connects with football fans through real-time Premiership highlights
Key results
£0.02
Cost Per View
3.5M
impressions
41%
view rate
The opportunity
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.
The strategy
@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.
01
Connect with passions in real time.
Through Twitter Sponsorship, @Dominos_UK was able to associate its brand with premium video content that delighted football fans — in match day moments that were perfect for pizza-ordering.
02
Reach new audiences through sponsorship.
By sponsoring @SkySportPL’s Tweets, @Dominos_UK reached the sports network’s existing, engaged audience on Twitter, as well as extending its targeting to an even larger relevant audience.
The success
@Dominos_UK reached a wide and engaged audience, with 35 million impressions over the weekend, and 607,000 video starts, reaching a VTR (viewthrough rate) of 41%. Its CPV (cost per view) was just £0.02, with a CPA (cost per acquisition) of £2.89.
Twitter’s granular targeting, along with premium content from Sky Sports, meant we were able to target football fans, a key part of our core audience, when they were most engaged on Twitter. This sponsorship allowed us to promote our brand during highly relevant moments.
Solutions used
Creative Canvas
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Expanding reach
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