Analysts are busily trying to determine whether COVID protocols will continue as the pandemic's effects fade. I'm not talking facemasks or social distancing but conveniences like food and meal delivery, made famous by burgeoning brands like Door Dash, Grub Hub, and Uber Eats.
Most of the restaurants that survived the last 16 months have partnered with these delivery services, while also adopting online ordering, expanded outdoor dining, and curbside pickup.
That last perk – pulling up outside a favorite eatery and having your order brought directly to your car – has become desirable for many people, whether it's fine dining or fast food pickups.
Now, Domino's Pizza is gamifying curbside pickup. And they're partnering with popular online gaming platform, DraftKings, to turn their guarantee into a betting competition with serious money on the line.
Domino's well-branded guarantee of performance is reminiscent of a radio tactic. As the press release headline reads, it's “Domino's 2-minute promise for the chance to win a share of $200,000.” For many in radio, the promotion has a very familiar ring.
When you order your pizza online, you show up at the store, check in, and the 2-minute countdown begins. If a Domino's associate doesn't bring you that pizza within that time frame, you get a free pizza.
But here's where the gambling fixation kicks in. Thanks to their Draft Kings' collaboration, you can bet the over/under on Domino's 2-minute guarantee.
Correct bettors gain entry into a pool giving them a shot at a share of that hefty cash prize.
Domino's CMO, Art D'Elia sees the promotion as a proof of performance statement a well as a little gambling action:
“Did Domino's just ask America to predict the over/under on our new two minute-guarantee? Oh yes, we did. We want customers to put our guarantee to the test.”
The cash payout end date is July 12. You'd think that if the results are positive, the “2-minute guarantee” will be reprised, perhaps with a bigger prize.
The contest is a great example of a memorable promise that differentiates Domino's, a smart collaboration with a hot brand like DraftKings, and an embrace of a very hot activity – gambling on just about everything.
These days, people are wagering on whether a favorite player hits a home run, a designated hoopster scores a point total that ends in 7, or your pizza shows up in two minutes or less.
Given how active online gambling sites like DraftKings and FanDuel have been on the radio over the past year or so, you'd think there would be interest in crafting custom station or personality promotions.
Let's not forget, radio did a great job with insurance contests – a close cousin. All the more reason why this promotional variant fronted by major gambling brands should work just as well in 2021.
Just consider the possibilities:
Will the station actually play 10 songs in a row as promised?
What's the over/under on the paid crowd for this summer's station music festival?
What are the odds the morning guy will show up on time at least three days in the coming week?
Will the next caller on the sports talk show ask the host how he's doing today?
And what are the odds there will be a station holiday party this December?
The possibilities for co-promotions with online gaming platforms seem endless. And it's another way radio can be in the moment and current with a hot trend, while distancing itself from its many competitors.
So, what's the over/under on your station having a great summer book?
No one in their right mind would actually bet on that.