2009 PRO Awards: The Dark Knight $10K Giveaway

Agency: Momentum Worldwide
Client: Domino’s Pizza

Domino’s wanted to increase its online order business over the summer, a time when people are generally outdoors and barbequing and it’s hard for pizza restaurants to get consumer attention. The quick-serve restaurant partnered with the biggest movie of the summer — The Dark Knight — to reach its 18- to 29-year-old audience.

Domino’s built The Dark Knight Vault — an experiential site that used the restaurant’s Pizza Tracker as the entry gate. Orders placed through dominos.com entertained visitors by allowing them to break into The Dark Knight Vault and get the ultimate Batman experience.

To generate nationwide interest, Domino’s launched the Dark Knight $10K Giveaway where 21 people — one customer per day — won $10,000 over a period of 21 days. People were automatically entered for that’s day’s $10,000 prize when they ordered a Gotham City Pizza, which had 50% more pepperoni, giving the appearance of being “blacked out” (imitating a dark knight).

Winners received their money from a Gotham National Bank armored truck along with their delivered pizza. An interactive map inside the Dark Knight Vault allowed customers to track the winners and watch photos and videos of their surprise delivery. Consumers entertained themselves with the Vault for an average of 17:33 minutes while they waited for their pizzas.

Sales from Domino’s online order system and pizza tracker increased 6% during The Dark Night promotion and Domino’s sold roughly 1.5 million Gotham City Pizzas. More than 40% of site visitors registered with dominos.com for future communications.