Getting free pizza is as easy as paying for pizza.
Door Dash, Uber Eats, Grub Hub, Caviar, and the plethora of other delivery apps have a tendency to add surprise fees to their orders, so we sold Domino’s on the idea of adding Surprise Frees to theirs. See what we did there — with the “R?” Never mind.
During the campaign, anyone who orders Domino’s delivery could get more than they bargained for, and by that I mean they could get more food than they paid for. We gave away $50 million worth of Surprise Free food to customers around the country, and as it turns out, people really like getting free food.
To kick the campaign off, we decided to let some customers know about their Surprise Free ahead of time, unlike those apps, which tend to wait until right before you click “place order.”
TV
But wait! There’s more!
We didn’t just surprise people with free food; we teased the campaign by (somewhat) mysteriously sending surprise free pizza money to thousands of people via Venmo. Billboards went up in select cities who had filed lawsuits against the apps’ fee practices. In some other cities, we supported local restaurants by buying $10K worth of their gift cards and surprising our customers with them, to educate delivery fans on supporting their favorite spots by ordering directly from them.
This was just a test. We surprised people with $5 a few days before the campaign launched and another $5 on launch day, to better explain what was going on.
I guess I could have just led with this microsite we built, which explains everything I said above and everything I didn’t.
