Domino's Pizza Returns To ITV1 Weekend Primetime
Domino's Pizza has an uncanny knacking of getting its TV sponsorship strategy right. First it built its brand on the back of Sky’s hit comedy The Simpsons. Then it launched into ITV’s Britain’s Got Talent at just the right time to generate mass awareness among the core Saturday night audience. Now, it’s back in the sponsorship space having signed up as partner of Red or Black, a new show with all the elements to become a decent performer in ITV1’s weekend schedule.
Things that would appeal to Domino’s include the fact that Red or Black is presented by Ant and Dec and has Simon Cowell’s firm Syco in the background. Not to be overlooked either is the potential top prize of £1m.
Commenting on the deal, Simon Wallis, sales and marketing director at Domino’s, said: "We are delighted to be sponsoring Red or Black – the most eagerly anticipated TV event of the year. With its fast-paced, edge of your seat format, we know that viewers are going to be glued to their screens and while they’re deciding Red or Black at home, we want them to be tucking in to a Domino’s Pizza. The home is our point of sale so unmissable TV events create an ideal time for a product, such as pizza, that’s made for sharing – and because we deliver, there’s no need to miss a minute of the action."
Clearly high visibility on TV is still important to Domino’s – which will use its creative agency Big Communications to produce the sponsorship idents for the series. But just as interesting will be what happens in the digital space, since Domino’s has made significant investments in this arena.
As part of its package, it has online, interactive mobile and off-air activation rights, something that Simon Daglish, director of multi-platforms & partnerships at ITV focused on: "This partnership has allowed ITV to work alongside Domino's and develop a multiplatform solution that will help deliver their marketing objectives across a range of touch points. This collaboration is a great example of how ITV wants to work with customers in the future."
