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Domino’s Pizza Uses Emoji Storm To Tease Twitter-Triggered Delivery
Soon people will be able to order pizza delivery via Twitter; Domino's teased the announcement with a flurry of pizza emojis.
The Domino’s Pizza Twitter account was at a loss for words on Tuesday, sending out a steady stream of tweets almost entirely made up of pizza emojis. The emoji messages were punctuated like normal tweets and the Domino’s account even responded to perplexed followers with pizza-emoji laced replies.
So what was going on? A promotion, naturally; a stunt designed to draw attention to the fact that starting May 20 people will be able to order Domino’s Pizza via Twitter, using a hashtag or a pizza emoji. The company revealed information with a tweet linking to a USA Today article about the new ordering feature:
The emoji strategy looks to have hit its mark, with many of Tuesday’s tweets being retweeted hundreds of times. The tweet that kicked off the campaign — a pizza-shaped wedge made up of pizza emojis — has more than 2,300 retweets and 1,700 favorites.
“We wanted to start a conversation about why Domino’s has gone emoji crazy in the lead-up to the emoji announcement,” Matt Talbot, vice president and creative director of Crispin Porter + Bogusky, the agency that handles Domino’s creative business, told Ad Week.
Fun aside, Domino’s new delivery option sounds very slick.
Customers will be able to sign into Domino’s Easy Order system and authorize their Twitter accounts in their profiles. From then on, they will be able to trigger orders by tweeting #EasyOrder or the pizza emoji to @Dominos. Dominos will send a direct message to confirm the order and then the order saved in the cusomer’s profile will be sent automatically to his or her home.
The technology is similar to Twitter’s Amazon Cart integration and is another creative example of a company leveraging the Twitter platform for commerce.
Twitter is also testing a Buy button that aims to bring ecommerce more directly into users’ Twitter feeds. The test started last September, but Twitter is still tinkering with how to launch what it calls “in-the-moment” commerce more widely. Last month, the NBA’s Atlanta Hawks offered playoff tickets using the button, which could be a sign that an official rollout is coming soon.