Domino's Pizza

Ken Calwell, Exec.VP-CMO
Karen Kaiser, VP-Advt. Dir.
Trish Drueke , VP-Brand Mktg., R&D

JWT *Lead Agency

Ty Montague, CCO-Co-Pres.
Jeff Bitsack, Exec. Creative Dir.
Claire Capeci, Global Acct. Dir.
Jeff Barrett, Acct. Dir.
William Charnock, Co-Head, Strategic Planning
Sean McLaughlin, Copywriter
Randy Freeman, Art Dir.

Momentum Worldwide

Pizza deals were showing diminishing returns. The proliferation of price promotions had commoditized the tactic and consumers weren't responding. Order count was flat to negative for Domino's and the category. Yet, Domino's was poised to enter January 2007 with the "Anything Goes Deal," promising consumers any toppings on any crust for $9.99. So we asked, "What if anything goes truly meant anything goes?" Incorporating viral videos and an online game of skill on eBay, we applied the $9.99 value to other high interest items to deliver more people to Domino's.