Domino's lets customers earn rewards to buy from competitors
The campaign was designed to "bring new customers into the board," Kate Trumbull, director of advertising at Domino, told CNN Business.
People who wish to participate must download the Dominos app and sign up for a loyalty program. They use the app to scan a pizza – even if it's homemade, bought at another restaurant or just a pizza that looks like a pizza – and gets up to ten points a week. When customers beat 60 points, they become eligible for a free Domino Pie .
Dominos plans to honor 100 million points – nearly 1.7 million pizzas in total. Customers can only redeem the price once. Domino hopes that when people give it a shot, they come back for more.
The app uses artificial intelligence to identify pizza as pizza. It's "the first time Domino uses AI technology like this," said Dennis Maloney, domino chief digital officer, in a statement.
It took about six months to build the technology needed to recognize photos as pizza, Trumbull said. Domino is "always trying to innovate around technology to make the experience of consumers easier, easier, more convenient", she noted.
The campaign is a way for Domino to "create news and excitement around his brand," said BTIG analyst Peter Saleh, adding that the company is also "trying to accelerate the adoption of the loyalty program".
The dominoes campaign starts Saturday, the day before the Super Bowl, and will run for 12 weeks.