Domino's Piece Of The Pie Pursuit

Objective

Domino's launched this mobile game to deepen engagement with its Piece of the Pie Rewards loyalty program. The campaign aimed to drive app downloads and encourage players to place qualifying orders by offering real pizza rewards, positioning the brand as the first to merge in-game achievements with tangible real-world benefits.

Solution

A six-level physics-based arcade game where players guide a pizza cutter car along boost-filled tracks and use sauce catapult mechanics to reach heights and collect rewards. The game was made available free on iOS and Android, requiring membership in Domino's Piece of the Pie Rewards program to play. Players who completed all six levels earned 10 bonus reward points; 60 accumulated points could be redeemed for a free medium two-topping pizza. The game was accompanied by a TV commercial featuring a custom-built Rube Goldberg machine, placing players at the center of the brand story.