evm_december-2023 - 7

PLAYBOOK
DOMINO'S COOKS UP ITS OWN CRISIS WITH AN
'EMERGENCY PIZZA' CAMPAIGN GONE ASTRAY
It seemed too good to be true when Domino's launched an Emergency Pizza
campaign that promised to deliver $1 million worth of free medium pizzas to
anyone who claimed they had an emergency and signed up for the brand's
rewards program-and it was. Somewhere along the way, people discovered that
the same discount code could be used over and over by one person, and shared
it on social media. The glitch led to utter chaos at Domino's restaurants, including
outrageous lines for free pizza and a number of consumers trying to game
the system by ordering up to 30 pizzas at a time. Seems there were not enough
cooks in the kitchen in this scenario.
Source: Kotaku
SCORECARD
THIS QUARTER'S
ROUNDUP OF
HITS AND MISSES
HIT: THREE 'CHEERS'
To tout the reboot of " Frasier, "
Paramount+ planted a crane (Frasier
Crane, get it?) in Boston bearing a
30-foot banner that floated 60 feet
above the ground, where a food
truck dishing out " tossed salads and
scrambled eggs " in custom boxes was
parked. (Agency: THA Experiential)
CAUTIONARY TALE
BLACK TIE OPTIONAL: HARD MTN DEW PAYS TO CRASH
A COUPLE'S WEDDING
If you've paid for a wedding recently, you're probably looking for a side hustle. The average
wedding price is up to roughly $30,000. So Hard Mtn Dew stepped in with a generous offer to pay
for one couple's wedding in its entirety. Naturally, there was a catch-only wedding crashers were
allowed to attend. The stunt was based on a statistic that shows one in 14 weddings are crashed
these days (What have you done to us, Vince Vaughn?).
Interested couples over the age of 21 were invited to visit a microsite where they were asked
to explain why the brand should throw them the ultimate wedding. The pair that was ultimately
selected was flown to Knoxville, TN, for an all-expenses-paid trip and wedding surrounded by
complete strangers (who applied for a spot at the event online), including a best man and maid of
honor who were chosen on-site at random.
The design of the Nov. 15 affair was, as you might suspect, themed around a lovely shade of
neon green, like the tuxedo t-shirts and sunglasses available for guests to wear, and an official
" wedding crashers wedding " guest book, which attendees actually signed with well wishes. The
couple tied the knot with wedding rings designed to look like the tab on Hard Mtn Dew cans,
while surrounded by a vast supply of the beverage. Let's hope they planned their own honeymoon.
STUNTS
HIT: FRIENDS IN HIGH PLACES
The F1 Grand Prix in Vegas created
major disruptions for local residents
and workers, so cannabis dispensary
The Source stepped in to help out.
The store offered to ease the pain of
service industry employees by offering
a 15-percent discount through the
end of the race on Nov. 19 (with proof
of employment). That's lit.
MISS... OR A HIT: NO BRYANS
ALLOWED
A monthly meetup designed only
for people whose first name is
Ryan exploded into a full-blown
Rytoberfest event in NYC, where a
group of " Ryans " drank beers, played
games, listened to tunes and aimed
to make new friends. Pod Hotel even
offered a 15-percent discount to
Ryans making the journey. #NoInvite
MISS: AT ODDS
DraftKings caught flack after posting
a 9/11 promotion called " Never
Forget " that served as a parlay bet
that the New York Mets, New York
Yankees and New York Jets would win
their respective games on Sept. 11.
The brand apologized, noting, " We
respect the significance of this day. "
Wanna bet?
eventmarketer.com
WINTER 2024 EVENT MARKETER
7
IMAGE CREDIT: THE SOURCE

http://www.eventmarketer.com

evm_december-2023

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