The Domino's Paving for Pizza Initiative Aims to Fix Pothole-Ridden Roads
Justin Lam — June 15, 2018 — Marketing
References: pavingforpizza & fastcompany
The Domino's Paving for Pizza is a unique initiative for the pizza chain that shows how bumpy roads can negatively affect pizza as well as showcasing the roads that Domino's has personally fixed. To showcase the damage potholes can do to a pizza the website features and interactive video that shows a pizza under various road conditions. At its best, the pizza remains intact and perfect, but under "catastrophic" conditions the camera shows a pizza completely destroyed and disheveled.
The Paving for Pizza website also allows users to nominate their city for Domino's to fix and repave. Domino's has already repaved the streets of Bartonville, Texas, Milford, Deleware and Athens, Georgia. The cities selected from this nomination will have Domino's help in funding the repairs and will ensure that future pizza orders arrive in a safe and delicious state.
Image Credit: Domino's
The Paving for Pizza website also allows users to nominate their city for Domino's to fix and repave. Domino's has already repaved the streets of Bartonville, Texas, Milford, Deleware and Athens, Georgia. The cities selected from this nomination will have Domino's help in funding the repairs and will ensure that future pizza orders arrive in a safe and delicious state.
Image Credit: Domino's
Trend Themes
1. Road Infrastructure Improvement - There is an opportunity for businesses to offer innovative solutions and technologies for improving road infrastructure, such as using advanced materials or implementing smart road systems.
2. Corporate Social Responsibility - Businesses can explore the trend of leveraging their brand and resources to contribute to social initiatives, like Domino's Paving for Pizza, as a way to build goodwill and enhance their reputation.
3. Interactive Marketing Campaigns - Brands can take inspiration from Domino's Paving for Pizza and create interactive marketing campaigns that engage and educate consumers while promoting their products or services.
Industry Implications
1. Pizza Delivery Services - Pizza delivery services can explore opportunities to align their brand with road improvement initiatives, demonstrating their commitment to delivering quality products while ensuring smooth and pothole-free deliveries.
2. Construction and Infrastructure - The construction and infrastructure industry has potential to collaborate with companies like Domino's and develop partnerships to fund and implement road repairs as part of corporate social responsibility initiatives.
3. Digital Marketing and Advertising - Digital marketing and advertising agencies can work with brands to create impactful interactive campaigns that capture consumer attention and drive engagement, inspired by initiatives like Paving for Pizza.
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