Domino's recognized that more and more people want to see where their food comes from. So, to prove the company's continued commitment to transparency, we created DominosLive.com, a site that gave anyone the ability to watch real employees make oven-baked food, from start to finish. Five cameras installed in the kitchen of a Salt Lake City Domino's store streamed the hands-on pizza-making action, live and uncut, 12 hours a day.

Launch the campaign
Published
June 2013
Topics

The Story

Domino's recognized that more and more people want to see where their food comes from. So, to prove the company's continued commitment to transparency, we created DominosLive.com, a site that gave anyone the ability to watch real employees make oven-baked food, from start to finish. Five cameras installed in the kitchen of a Salt Lake City Domino's store streamed the hands-on pizza-making action, live and uncut, 12 hours a day.

The current state of e-commerce and the chance to create a new future was the inspiration for Domino's Live. The site also gave Domino's the chance to see how customers would respond to a next generation ordering experience that lets them see everything that happens right before their eyes. A combination of sophisticated, high-quality streaming cameras plus a site that was built to function on mobile, tablet, and desktop gave everyone the ability to watch.

The Results

Within two and a half weeks of launch, over 200,000 unique visitors tuned in to watch real Domino’s employees do what they do best -- make great pizzas. Page views quickly grew to over 1,000,000, and the average visitor spent over 5 minutes on the site. We set out to show the world that when you make great food, you have nothing to hide. The world noticed. The campaign was mentioned on both morning and late night shows, including Conan, Late Night with Jimmy Fallon, Good Morning America and CBS This Morning. It also created plenty of online buzz.

270K+

Tuned in to watch live

16K+

Sent their name to the “LIKE” Light

2

Thumbs up from Conan O’Brien

Launch Date May 6, 2013