Domino’s UK joins the Love Island conversation by sponsoring real-time video
51% View-through rate
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.
@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.
Power of Video
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.
@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
You want your message to be heard by the right person. Let Twitter’s targeting capabilities help.
This page and certain other Twitter sites place and read third party cookies on your browser that are used for non-essential purposes including targeting of ads. Through these cookies, Google, LinkedIn and Demandbase collect personal data about you for their own purposes. Learn more.