Just when you thought that our buying habits as consumers couldn’t get any lazier, pizza delivery service Domino’s makes life even simpler for us when our tummies rumble. It recently ran a competition over social media in which customers could win an ‘easy order’ button: a device that allows you to order your favourite Domino’s pizza just by one click. It works by linking to the Domino’s app which saves your delivery and payment information, but most importantly, your usual choice of pizza.
While some may roll their eyes at the sheer hyper-convenience of the button, I think it’s a great PR stunt that aligns well with what Domino’s is really about. As a B2B PR agency, we’re well aware that these days we’re faced with countless brands pushing out PR stunts and getting us to share their content over social media. If you ask me, some are guilty of carrying out stunts which, although are a success and get coverage, don’t do much to promote what it offers to the public (take the ‘Carlsberg don’t do X’ campaign for example).
But Domino’s is there for us when we’re at our laziest, and so this ‘easy order’ button stunt is a good reinforcement of what drives us to its service. The pizza chain recently launched its ‘one-step’ order option, which lets you order your usual pizza just by clicking single a button over the Domino’s website or app. I think that the ‘easy order’ button stunt was a great campaign devised by the marketing department to coincide with and promote the launch.
2015 has been a key year for ‘one click buying’ and contactless payment, particularly with the launch of Apple Pay in the UK. It’s like Domino’s has made fun of how easy it is to make purchases and has almost made it look like a necessity to have a pizza ordering button for emergencies. For this reason we give them extra large PR points (with a stuffed crust and garlic mayo).
Alex Brown has just started his career at Skout PR and will be a regular contributor to the Skout blog.
