Domino’s Pizza successfully waded into public infrastructure support with Paving for Pizza, a new project aimed at helping cities across the U.S. repair potholes to ensure pizzas reach customers unscathed.
Telling the story
Planning for the campaign began in early 2018.
“The core of this idea came from what we have heard from our customers: bumps and potholes in the road that cause customer anxiety about pizzas getting back to their home safely,” explains Jenny Fouracre-Petko, director of PR at Domino’s. “Our goal on the public relations team was to tell the story of this program and drive nominations to our microsite.”
Outreach efforts focused on using social media to stimulate an organic conversation and drive awareness of the campaign, as well as capture the attention of national consumer outlets.
‘This idea touches everyone’
The team created a microsite, www.pavingforpizza.com, where people could go to nominate potholes in their town that needed repair.
Prior to the official launch, the brand ran pilot programs of the campaign in Bartonville, Texas; Milford, Delaware; Athens, Georgia; and Burbank, California.
The campaign team issued a June 11 press release announcing the effort and providing a link to the microsite.
In the coming days, the brand began pushing visuals and short-form video content across social platforms.
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Potholes ruining your carryout 🍕🍕🍕 experience? Since flying cars aren’t a thing yet, we invite you to nominate your town for a chance to be selected to receive funds for fixing potholes near you. Click the link in our bio to nominate your town now! • • • • • #pothole #road #driving #pizza #hungry #dinner
Don’t let a pothole ruin your perfectly good pizza. Know of a pothole that should be filled in your town? Tell us about it at https://t.co/S4cNv5gY6i and we could provide funding to fix it. pic.twitter.com/1PeoAGFCEh
— Domino’s Pizza (@dominos) June 20, 2018
The winning cities received a paving grant from Domino’s along with a box of assets to use during their paving project, including stencils for marking the potholes, stickers and magnets for the paving equipment, signs for the side of the road near the paving site, and a Domino’s gift card for the paving crew.
Although not required to do so, many cities opted to use the assets during the paving projects.
“This idea touches everyone, and this program will impact people’s daily lives in a very real way; I believe that’s why it has resonated so strongly,” adds Fouracre-Petko.
Campaign sparks passion
In its first week, the campaign garnered 35,000 organic mentions on social media. To date, the campaign has received more than 54,000 social media mentions, measured across all platforms.
“What was interesting on social media was that this program sparked a lot of viral discussions about potholes and road repairs; people are very passionate about potholes,” says Fouracre-Petko.
The campaign caught the attention of top-tier national media, including USA Today, NBC’s Today show, The Late Late Show with James Corden, Bloomberg, and The Washington Post.
The Paving for Pizza campaign led to more than 137,000 nominations from 15,275 zip codes in all 50 states. The first phase of the campaign saw more than 20 cities receiving grants to execute paving projects.
The campaign was so successful that by the end of August the brand decided to launch a second phase of the campaign, which aims to facilitate at least one paving project in all 50 states by the end of 2018.
This article originally appeared on PRWeek.com.