This document proposes a mobile app advertising campaign for Domino's Pizza targeting college students aged 18-24. It notes low awareness and unwillingness to download corporate apps as issues. The campaign would position Domino's app as the quickest delivery option and encourage its use through a video ad promoting ordering in under 7 seconds. The media plan includes a YouTube video, Twitter, and Facebook from June to October with a Vine promotion from August to September, with an expected total budget of $230,000. Key metrics of success include views, social media engagement, app downloads, and increased mobile orders.

1. Domino’s mobile app
ad campaign proposal
Team 11
Do Hee Kim Elyssa Gentile
Jinwoo Kim Hubert Radon

2. Low awareness of Domino’s mobile app
Unwillingness to download a corporate app
Situation overview
College students aged 18 – 24
who owns a smartphone
and values ME-TIME
Target Consumer
Positioning Strategy
Position Domino’s app as the quickest & easiest
delivery service in consumer’s mind

3. Situation AnalysisConsumer Insights
“I get stressed from hunger, but I’m too
busy to order or even think about food
until I’m finished playing.”
“The most effort I would
put in into ordering food is
sending a text.”
Our target users are
too lazy to make a phone call order.
They do not want to be disturbed.
Have you heard of Domino Pizza App?
If Yes, have ever used it?
YES 6.9 %
NO 93.1 %
YES 33.3 %
NO 66.7 %
Our target users know that
Domino’s app exists;
But they don’t really use it.
“I get so stressed when school starts. I have
so much to get ready for”
In-depth Interview Survey

4. Communication Objective
Message Strategy
Encourage current consumers
to use Domino’s app to place an order
Transformational Approach
Do – Feel – Learn
Habitual
AffectiveInformative
Satisfaction
Do – Feel - LearnDo – Learn – Feel
Learn – Feel – Do Feel – Learn – Do
Think Feel
High
Involvement
Low
InvolvementMessage:
Domino’s app will let you order
Your food in split seconds
With just a few tabs
with your thumbs!

5. ORDER your Pizza within 7 seconds
Vine it! And win a free pizza!
Creative Execution

6. Media Plan
JUN JUL AUG SEP OCT
OWNED Media
Facebook Page
Twitter Account
PAID Media
YouTube Video Ad
YouTube Ad Production
(6/1 – 7/31)
Release the Ad
(8/1 – 8/31)
Vine Event
Promotion Starts
(8/1 – 8/31)
Vine Event
Starts
(9/1 – 9/30)

7. Creating Youtube Commercial - $3,500 to $5,000
In ad streaming cost - .30 per view,
25,000 thousand views a day = $7,500
Run commercial for a month = $225,000
Expected Total Advertising Budget = $230,000
Production cost: $5,000
Media buying cost: $0.30 x 25,000 (thousand views a day) = $7,500
$7,500 x 30 (days) = $225,000
Total cost: $230,000
Budget Plan

8. 750,000 active views on Youtube
3,000 retweets or favorites on Twitter
(~100 retweets/favorites per day x 30 days in the promotional period= ~3000)
500 uploaded vines
5,000 likes on facebook promotional content by october
5,000 new downloads of smartphone app
150% increase in orders through domino’s app
Expected Result