Domino’s use of the ‘second screen’ for Facebook orientated TV ads

By Liam Foy


In an overcrowded market, Domino’s under­stands that to keep its target audience engaged, it has to continue to innovate with its marketing commu­nic­ations and drive sales via new channels. Such innovation is demon­strated by the latest Domino’s campaign.

Recently, Domino’s Pizza were offering free cookies to Facebook fans who spend over £10, and launched its first TV ad specifically for its Facebook Page. To claim a free portion of cookies, fans simply needed to find Domino’s page at A voucher code will be issued on the Facebook Page which needs to be entered online at when customers place an order of £10 or more. Orders can be collected from the local store or delivered and the free cookies will be included for fans to enjoy.

Domino’s believed the initiative would help boost sales and swell the numbers of its Facebook fan base, and they were right. Over the course of the week, Domino’s gained 37,800 new Facebook fans and cookie sales increased by 33%.

From the results it looks like Domino’s have jumped ahead of many of their competitors through the use the ‘second screen’. As you may have heard the ‘second screen’ is supposed to be the big thing this year. So be prepared to see more of these adverts throughout the year, with brands trying to get you to interact with them on social channels whilst you watch their advert. The use of connected devices while also watching the TV (second-screen activity) is on the increase. It is clear that social networking is going to become further integrated into the TV experience, especially as part of the emerging raft of search and discovery mechanisms. The second screen will be as much about devices being linked to the TV experience, as it is about getting TV content onto other devices. Both of these trends signal a new way of experiencing TV.

So watch this space for more social orientated adverts.

Have you seen any other social media orientated adverts? Let us know your thought in the comments below…

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This post was written by Liam Foy

As Head of Client Services, Liam ensures that all of his clients’ strategies are on track, delivering ROI and coming up with new ideas to drive them forward. Beer makes him tick, reading, learning and drinking it.