What if it was possible to order pizza in thought? Domino’s Pizza is playing it with its new mental ordering service. Domino’s Mind-Ordering, for the benefit of American gourmets. To promote it, the world’s largest pizza delivery company has teamed up with Netflix, and is unveiling TV spots inspired by the hit series Stranger Things.
Pizzas that taste like Stranger Things
” Are the mental commands real? At Domino’s, it absolutely is. says Kate Trumbull, Senior Vice President of Brand and Product Innovation at Domino’s Pizza.
The brand’s new application – downloadable from the App Store and Google Play – indeed offers one of the most immersive experiences. Users play the role of “test subjects”. They then dive into the Hawkins National Laboratory, to be at the heart of the events of Stranger Things, in 1986. They are free to explore said place, control objects… and order their favorite pizza.
To do this, no need to say a word or touch the screen: artificial intelligence takes care of everything! The app uses facial recognition and eye tracking to “read minds” of its users. In other words, all they need to do is make a few facial expressions, with a few head movements, and that’s it.
” Domino customers and Stranger Things fans can now channel their inner Eleven using telekinetic powers to order pizza with their mind explains Kate Trumbull.
The only requirement to order a pizza by thought, is the following: have a Pizza Profile on Domino’s with the Easy Order option registered, to be able to place a mental order. Note that people who do not meet this condition will still be able to freely visit the laboratory of the successful series.
Finally, it should be noted that Domino’s Pizza uses vintage boxes for delivery, inspired by the 1980s. Something to delight the most nostalgic! But beware: stocks are (very) limited.
Television spots embellished with science fiction
Like its concept, the new application had to be the subject of an original, tempting and captivating promotion. Domino’s Pizza has therefore teamed up with Netflix and soaked up the previously mentioned sci-fi series, to imagine his campaign.
The company then bet on television spots, the first scene of which takes place in 1986, within the Hawkins National Laboratory. The scene shows a teenager sitting in a chair, in front of a Domino’s pizza box, with some kind of electrodes attached to his brain. He is guided by scientists, who give him instructions to carry out an order with his brain. This, without any physical intervention vis-à-vis the box. The sequence of events is unimaginable…
This campaign certainly promotes the new service of the pizza delivery giant, but not only! It allows Netflix to subtly promote the 4th season of Stranger Things, which is scheduled to air on May 27. The second part, meanwhile, will only be available from July 1st.
“ We’re thrilled to launch this first-of-its-kind mind control app, just in time for the new season premiere of Stranger Things. Now, hungry customers and fans of the series across the United States will get a taste of what it’s like to be Eleven, and they might find some hidden surprises along the way, like the Noid or Demogorgon. “says Kate.