Domino’s Canada
Role: Manager, Marketing Services
Timeline: 2020
Challenge
Domino's Canada needed an authentic entry point into esports and gaming to reach a younger, highly engaged gaming audience during the League of Legends World Championship. The challenge was creating content that felt native to gaming culture rather than forced brand insertion.
Strategy
We designed a campaign centered on the League of Legends World Championship with a commercial concept that told an authentic gamer's journey. My teammate Jeremy Greenwald and I pitched and developed a narrative following a boy who grows up eating Domino's pizza while gaming, building his own PC, and making his esports debut. This authentic storytelling approach resonated with the gaming community by celebrating their culture rather than exploiting it.
We planned and shot the video with Domino's video agency Label 428. We executed a multi-platform strategy including:
Twitch advertising during peak tournament viewership
YouTube pre-roll and in-stream ads
Gaming publisher partnerships
Paid social targeting gaming communities
Results
The Twitch ads achieved a click-through rate over 1%, significantly above platform benchmarks. The campaign delivered over 3 million impressions and generated $50,000+ in incremental revenue during the tournament timeframe, as measured through a Facebook Conversion Lift study. The authentic storytelling resonated so strongly that people messaged Domino's Canada on Twitter asking to be sent the video, successfully establishing Domino's Canada's presence in the gaming space.
Boy’s Journey commercial
+3M
Impressions
>1%
Twitch CTR
+$50k
Incremental Revenue