Case Study: PR Launch Campaign for International Pizza Delivery

Challenge:

As the reigning leaders in speedy pizza delivery, Domino’s sought to ignite media buzz around the launch of its new DXP™ single-purpose delivery vehicle. The first of its kind, Domino’s DXP delivery vehicle adapted the Chevy Spark to house an oven, along with space for 80 pizzas and other menu items. The pizza chain enlisted Stevens Strategic Communications, a division of Roop & Co., to lead the charge on a multinational PR campaign as it rolled out the new DXP vehicle.

Solution:

In collaboration with five other PRGN member agencies, Stevens Strategic spearheaded the development and execution of a multinational PR campaign that focused on introducing the rollout of Domino’s new DXP delivery vehicle through multiple launch events with live demos held across 25 target markets. In order to build media buzz around these events, Stevens Strategic created media kits for a press conference held by the Automotive Press Association, as well as to support DXP launches across all target markets.

Results:

As a result of this multinational PR campaign, more than 75 media outlets attended the launch events promoting Domino’s new DXP delivery vehicle—leading to a high volume of impressive media coverage. Boasting 1.2 billion media impressions, the DXP launch campaign produced the most circulation in Domino’s history for a single rollout. The most notable publicity included major talk shows and TV news programs ranging from The Tonight Show Starring Jimmy Fallon and Fox & Friends, to The Late Late Show with James Corden and The Ellen DeGeneres Show.