The company launched its Domigoals mobile app for iPhone and Android devices. The app lets football fans vie for a chance to win prizes when goals are scored.

“We know that pizza and football are a great combination so we wanted to produce a fun, interactive app which would bring the two together during this summer of sport,” said Claire McGill, a spokeswoman for Domino’s.

Domino’s Pizza Group holds the exclusive master franchise to own, operate and franchise Domino’s Pizza stores in the UK, the Republic of Ireland and Germany.

Mobile goals
Via the Domigoals app, users can receive real-time scores of games currently being played and access fixture information.

Additionally, consumers can opt-in to goal alerts to keep up to date with all the action.

To vie for a chance to win prizes such as Domino’s voucher codes, users can tap the app once a goal has been scored.

The more goals a player scores, the bigger the prize.

“We’re promoting this with PR, Facebook, Twitter and on our ordering Web site,” Ms. McGill said.

Fast food efforts
Domino’s has been ramping up its mobile ordering strategy over the past year.

Last year, the company let on-the-go consumers nationwide order their favorite meals via a new mobile application that features the company’s full menu, as well as local and national coupons.

Consumers can search for the closest location and use the Pizza Tracker to follow the stages of their offer. The iPhone app is available for free download in Apple’s App Store (see story).

Recently, Domino’s encouraged users to make a donation to benefit the children of St. Jude via a new Thanks and Giving campaign that incorporated SMS.

The campaign began on Nov. 14 and ran through the end of the year. Domino’s also matched dollar-for-dollar all customer contributions – up to a total of $250,000 (see story).

“We’re always looking for innovative new ways to allow our customers to order a pizza whenever and wherever they are,” Ms. McGill said. “Mobile is a key part of this.”

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