Domino’s YCN Brief
Alex Dyson & Joe Leadbeater
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Domino’s YCN Brief
Concept
The ‘Two For Tuesdays’ application will be the first of it’s kind, bringing customers together through social networking. 72% of people in the United Kingdom own a smartphone. (Mobile Marketing Magazine). The Domino’s Android application received more than 140,000 downloads in it’s first two weeks of being released. (Domino’s Investor Relations). These statistics show the potential audience this application can generate, solidifying the ownership of Domino’s ‘Two For Tuesdays’.
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Domino’s YCN Brief
After logging in to the application, users are able to swipe between the five main pages, this enhances the usability and the speed at which it can be used.
Navigation
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Domino’s YCN Brief
When the application has been installed, the user is greeted with an initial log in which allows them to use Facebook, Twitter, Google + or their e-mail address. They can then choose a username, allowing friends & family to find and follow them as well as tag them in posts. Whenever the user logs in, the application will ask for their postcode. This will link them to the correct Domino’s store and lets users order from home or elsewhere.
Logging In
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Domino’s YCN Brief
This is the initial screen after log in. Users have the ability to share their ‘Two For Tuesdays’ experience on the application, Facebook, Twitter & Google +. Users can be tagged in a status, and also like it. These status’ are also stored on the user’s profile, allowing them to reflect on their ‘Biblical’ Domino’s moments.
Feed
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Domino’s YCN Brief
Every user builds up their own personal profile that friends & family can view and interact with. The profile records information such as the customer’s favourite pizza, toppings they love and hate, status updates and the amount of money they have saved.
Friend’s Profile / Scrolled Down Friend’s Profile
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Domino’s YCN Brief
The application allows the user to customise their pizza as well as name it. This will give the order some extra personalisation as well as something to entertain the user and their peers.
Choosing & Customising Your Pizza
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Domino’s YCN Brief
Similar to the existing Domino’s application, there are options to pay by cash, card or paypal.The delivery options have also been kept the same. However, the Domino’s ‘Two For Tuesdays’ application gives opportunity to pay with up to five cards, sharing payment at the users convenience.
Payment & Delivery
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Domino’s YCN Brief
A unique QR code will be printed on a sticker, and placed on the side of the box. Scanning the code with the application will add information about the pizza to your profile: the name of your pizza, your savings and your most favourite toppings.
QR Scanning
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Domino’s YCN Brief
A unique QR code will be printed on a sticker, and placed on the side of the box. Scanning the code with the application will add information about the pizza to your profile: the name of your pizza, your savings and your most favourite toppings.
‘Two for Tuesdays’ deserves it’s own pizza boxes. Two separate boxes would be produced, the top of each box being one half of the Domino’s logo. Bringing together the two boxes to create the logo represents ‘Two for Tuesdays’ being at the heart of Domino’s.
Packaging Solution
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Domino’s YCN Brief
A proposal for a campaign, in the form of an adshell.
Extended Promotion
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Domino’s YCN Brief
The ‘Two For Tuesdays’ application will promote itself through the users’ social networking. This creates a circuit of word of mouth between friends & family, connecting people with the application, to then connect within the application. A trend of sharing your pizza experience has the potential to go viral and generate a whole new audience who previously had little or no knowledge of the deal.
Business Benefits
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