Domino’s Mobile Game Highlights the Many Ways People Can Order Pizza

Players also earn points toward a free pie

Piece of the Pie Pursuit puts players in the middle of a Rube Goldberg machine. Domino's Pizza
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First it was a wedding registry; then, carryout insurance. Now, Domino’s latest nod to customer loyalty is a mobile game that rewards players with points for free pizza.

Domino’s Piece of the Pie Pursuit mobile game puts players in the middle of a Rube Goldberg machine like the one in its new TV spot to illustrate all the ways consumers can order pizza.

Each section of the game has pizza-themed challenges that also highlight different ways to order from Domino’s, such as guiding a pizza-cutter car along a track and using a pizza-sauce spoodle—a cross between a spoon and a ladle, not the dog breed—to “catapult to new heights.”

Domino’s and its agency CP+B wanted to “find engaging ways to reinforce the benefits of the program and the competitive difference that you can earn points no matter how you order at Domino’s, unlike the other major national pizza companies,” said Stephen Kennedy, Domino’s director of loyalty.

Domino’'s is giving customers a new way to earn points for pizza.
Domino’'s Pizza

Players who complete all six levels receive 10 Piece of the Pie Rewards points when they place a qualifying order. Kennedy said people can play as much as they like, but they can only earn the bonus once. Piece of the Pie Rewards members typically earn 10 points for every order of $10 or more and must earn 60 points for a free medium two-topping pizza.

The mobile game is available from iTunes and Google Play.

@lisalacy Lisa Lacy is a senior writer at Adweek, where she focuses on retail and the growing reach of Amazon.