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Who in marketing doesn’t love a creative campaign? Earlier this year, Domino’s Points for Pies program showed the brand’s creativity in its social-first campaign which enabled anyone who downloads the Domino’s app to earn rewards points for taking a picture of a pizza—even a competitor’s. The brand had to pioneer pizza-recognition technology to do this.
Now, Domino’s is taking part in another creative campaign, although not one of its own design. The pizza chain has partnered with the American Red Cross for the Missing Types campaign to raise awareness of the need for new blood donors to help patients this summer.
Domino’s will join the Red Cross and other companies, organizations, and celebrities to remove the letters A, B, and O—the main blood groups—from its logo in select public-facing messaging to illustrate the critical role blood donations play in patient care. Domino’s will feature an altered logo with missing O’s on social media platforms and share a link where Domino’s fans can make an appointment to donate blood. Many do not realize how important these letters can be until they are missing from hospital shelves.
“The American Red Cross relies on blood donations to ensure lifesaving blood is available to patients whenever and wherever they may need it,” says Neal Litvack, Chief Marketing Officer at the American Red Cross. “We’re so grateful to have partners like Domino’s supporting our Missing Types campaign to help educate broad audiences on the importance of donating blood to help save lives.”
Pizza-lovers and those with blood to spare can join the #MissingTypes movement with Domino’s by making an appointment to give blood by visiting redcrossblood.org, using the Red Cross Blood Donor App, or calling 1-800-REDCROSS (1-800-733-2767). According to the American Red Cross, all blood types are needed.
“The American Red Cross Missing Types campaign is a worthy effort Domino’s is proud to support for another year,” says Jenny Fouracre, Domino’s spokesperson. “We hope that delivering the facts about the critical blood need in the United States to fans of Domino’s will bring new donors to the Red Cross.”
Consumers are much more likely to become loyal to brands that they perceive as affiliated with social causes, so this partnership should benefit the Domino’s brand. The Points for Pies program successfully brought new customers into the brand’s ecosystem, and this collaboration with the Red Cross could give the brand the opportunity to show those newcomers that Domino’s participates in meaningful causes.
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