Case Study

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

Key results


View-through rate

The opportunity

Domino’s (@Dominos_UK) 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 (@LoveIsland) and talk about the show on Twitter.

Love Island (@LoveIsland) is the most popular show for @Dominos_UK’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 @LoveIsland this year.

The strategy

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

@Dominos_UK promoted real-time clips from @LoveIsland 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, @Dominos_UK determined that the best times to promote @LoveIsland content were during the show, and then again the following morning, to reignite conversation.

  • Quick Service
  • Power of Video
  • Case Study
  • Audience Targeting


Turn on the power of Twitter plus TV.

@Dominos_UK 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, @Dominos_UK knew its @LoveIsland partnership would lead fans to associate its brand with the biggest moments of the year’s biggest show.


The success

@Dominos_UK’s @LoveIsland 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

Audience targeting

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