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SBJ/April 2 - 8, 2007/This Weeks News
Race fans to vote for best pizza
Published April 2, 2007
Domino’s Pizza is pitting Brooklyn against Philadelphia in its next promotion. Not the cities, the pizzas.
Domino’s Brooklyn-style pizza and its Philly Cheesesteak pizza will go head to head in consumer voting, with the winner getting a free ride on David Reutimann’s No. 00 car.
|David Reutimann’s car will highlight Domino’s
Brooklyn-style and Philly Cheesesteak pizzas.
Domino’s, which co-sponsors the Michael Waltrip Racing car with Burger King, will run a special paint scheme featuring the style of pizza with the most votes, likely for the Nextel Cup race at Talladega Superspeedway on April 29. Domino’s is in the first year of a primary sponsorship deal that gives it the car for the first half of the season, while Burger King gets the last half.
The promotion, expected to launch this week, will encourage consumers to vote for which style of pizza they prefer. A voting page will be established at dominos.com and teamdominos.com; Web advertising on NASCAR.com will direct potential voters to the voting site. Print advertising also will be used to support the promotion.
Additionally, Domino’s will use marketing displays in the hospitality areas at Texas Motor Speedway and Phoenix International Raceway the two weeks preceding Talladega. In those displays, consumers can sample the two pizza styles and vote.
“NASCAR fans are very competitive, and we’re trying to play off that,” said Ken Calwell, Domino’s chief marketing officer. “It’s a fun way to engage the fans and let them affect change on the track by determining the paint scheme.”
Calwell said this is the first time Domino’s has pitted one pizza style against another. He wouldn’t comment on how many consumers Domino’s hopes to reach.
Domino’s could add a television element to the promotion by working with Fox to use the weekly “Domino’s Hot Lap” feature as a platform for encouraging consumers to vote. The in-race “Hot Lap” normally calls for viewers to vote for a driver they think will fare the best at a certain point in the race as part of a separate promotion. Voters for “Hot Lap” are registered to win a race experience weekend at Brooklyn, Mich., in June.
In addition to its team sponsorship, Domino’s owns status as NASCAR’s official pizza delivery through 2008.