The company ran a similar campaign last year. SMS is a great way for the company to raise awareness.

“Domino’s is proud to continue its support of St. Jude Children’s Research Hospital, and has raised more than $12 million for the children of St. Jude since our partnership began in 2005,” said Chris Brandon, spokesman for Domino’s Pizza.

As of the third quarter 2012, Domino’s operated a network of 10,040 franchised and company-owned stores in the United States and more than 70 international markets.

Pizza pizza
The Domino’s Thanks and Giving campaign begins Nov. 12, and runs through Jan. 1, 2013.

Domino’s customers can donate two ways.

Firstly, consumers can donate by ordering the St. Jude Thanks and Giving Combo.

Moreover, users can also text the keyword PIZZA to the short code 50333 to donate $5 to St. Jude.

This year, Domino’s is matching dollar-for-dollar all customer contributions – up to a total of$250,000.

Once consumers text-in, they receive a message that reads “To confirm your $5 donation to St. Jude reply with the word Yes.”

From there, consumers can either text the keyword “YES” to donate or “STOP” to cancel.

Consumers who text-in “YES,” receive another message that reads “Thanks! $5 charged to your phone bill. Txt PIZZA up to 6x for St. Jude donations.”

SMS is a great medium that marketers can use to drive awareness.

Furthermore, the channel is essential when building an ongoing dialogue between consumers and brands.

For this specific campaign, Domino’s is able to do both.

“Whether it be online, through text messaging or via our brand new St. Jude Thanks and Giving Combo – which includes a $1 donation from each order – we continue to look for innovative ways to raise money and awareness for this wonderful cause,” Mr. Brandon said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York