To support their branding initiatives and promotional pillars, Domino's Pizza elected to utilize the NASCAR platform. To complete a well-rounded investment in the sport,  helped develop a plan that included the following key elements:
• “Official Pizza of NASCAR” Status
• Split schedule of Primary sponsorship of the Nextel Cup Michael Waltrip Racing #00 Toyota (17 total events)
• “Official Pizza of the Michigan International Speedway” status. All events at MIS were entitled “Delivered by Domino's”
• An all-encompassing hospitality program to entertain and cater to Domino's Pizza VIP's and guests at the Daytona 500 event and all Michigan International Speedway weekend race events
• Management support for their at-track vending programs
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• Trackside Display Program
The “Domino's Fan Fuel Zone” traveled to four NASCAR events throughout the season. An average of 25,000+ food samples were distributed at each event.
The interactive display included: Showcar, Race Simulators, Photo Opportunities, Food Sampling, Jumbo Screen, Music, Stage, Live Emcee, Driver Appearances such as Michael Waltrip, Kyle Petty, and David Reutimann, and Promotional Sweepstakes entry opportunities, prizes and give-aways.
• TeamDominos.com - Designed and developed by , the website includes: Driver blogs, Podcasts, Interactive Fan Q&A, Team/Racing News, Standings, Hyperlinks, and Downloads. The site content is updated with the latest Domino's team news on race weekends
• provides Public Relations presence at both trackside and non-trackside events. This contact is the liaison between race team, corporate contacts and media contacts. A custom media kit made to look like a mini Domino's Pizza box was designed and distributed at the pre-season media tour.
Public Relations played a major role in the "Domino's Pizza Great Debate" Campaign which garnered heavy media exposure value for the client
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Domino's “Great Debate” PR Campaign
• The “Great Debate” gave NASCAR fans the opportunity to choose their favorite of two Domino's pizzas the Domino's Philly Cheese Steak Pizza and Domino's Brooklyn Style Pizza
• At the Domino's Fan Fuel Zone trackside display in Texas and Phoenix, fans had the opportunity to sample both pizzas and vote on their favorite. They were also able
to vote online at TeamDominos.com and Dominos.com
• A car paint scheme was designed for each pizza, totaled votes determined that David Reutimann would drive the Domino's "Brooklyn Style" Pizza Toyota at April
Talladega Superspeedway race
• Over 9,500 people registered to win a trip to the NASCAR NEXTEL Cup All-Star Challenge
• Domino's Pizza Exposure Value was an estimated $16,667,435.00 for the Talladega race weekend |
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