Industry News | July 10, 2009

Domino's Blasts Sidewalk with 'Green' Promo

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Domino's Pizza launched an environmentally friendly campaign with a twist to promote its Domino’s American Legends specialty pizzas. In an overnight operation, 220 Domino's Pizza logos were "blasted" onto sidewalks in three American cities (Los Angeles, Philadelphia, and New York) with the help of a high-pressure water sprayer.

The first 250 people to email pr@dominos.com and submit a photo of themselves with a GreenGraffiti sidewalk Domino’s logo will receive a $15 Domino’s gift card, good for a Domino’s American Legends pizza.

“This is different because GreenGraffiti cleans part of the sidewalk and leaves ads behind,” says Tim McIntyre, spokesperson for Domino’s Pizza. “At first glance, it appears that something’s been painted onto the sidewalks. In reality, we’re just removing dirt and leaving ads behind. Domino’s is one of the first companies to use GreenGraffiti in the U.S. and has added the unique twist of an old-fashioned scavenger hunt for our consumers to have a little fun.”

“We are thrilled to be working with Domino’s on this campaign," says Mike Jansen, spokesperson for GreenGraffiti. "To see a company like Domino's utilize a green marketing tool like ours is incredible, and I give them credit for being trailblazers in their industry.”