Arena Media, the Havas-owned media planning and buying agency, has jumped into bed with three YouTube video bloggers to raise awareness of Domino’s “Pizza Legends” initiative.
Launched in March, Pizza Legends brings to life what the perveyor of delights from Chef’s Chicken Choice to Spicy Triple Tango calls “pizza personalisation”, designed to make the process more fun than just functional.
Building on the Pizza Legend theme, each YouTube channel was given exclusive access to the Domino’s Test Kitchen and was challenged to make and name their own, personalised Pizza Legend.
Each of the YouTube channels involved, which will no doubt be more than familiar to every DecisionMarketing reader – namely Oli White TV, Rose Ellen Dix and Spencer & Alex – have each been selected by Arena Media due to their reach and relevance among Domino’s key audience groups. They have combined viewer numbers of over 1.6 million subscribers.
Spencer & Alex and Rosie Ellen Dix are aligned with two of Domino’s lovers’ key passions – football and gaming . Meanwhile, Spencer & Alex’s following is said to be a good fit with Domino’s “family feasters” demographic, and Rosie Ellen Dix and Oli White TV are both popular among the brand’s younger male and female “social snackers” – ie people who like to scoff it down and talk at the same time – target audience.
The three videos can be viewed on each vlogger’s YouTube channel from this week, and will be hosted on the Domino’s Blog, which is managed by Arena Media.
Domino’s Pizza Group digital campaign manager Rupal Patel said: “These videos perfectly capture the spirit of the overall campaign and give Domino’s fans a chance to see just how we make our pizzas. Having worked with Vine stars Huw Samuels and Leslie Wai in 2014, we were keen to build on our previous success and ensure that influencer marketing was key to our Pizza Legends campaign.”
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