The company used the Blippar app to created the augmented reality experience. More than 6,000 sites across Britain sport the Domino’s posters.

“These new six sheet posters allow us to promote our 555 deal while at the same time enabling mobile users to engage with Domino’s on a deeper level to find out more about offers and menus from local stores and join us on Facebook,” said Nick Dutch, multimedia manager at Domino’s Pizza.

“The posters campaign is designed to reach customers while they’re out and about on the high street and remind them of the piping hot pizza and great 555 deal Domino’s can deliver straight to their door,” he said. “We’re using mobile to link the offline world to online and Blippar is a fast, exciting and easy way to do this.

“We’re also always looking for innovative ways to engage with our customers using the latest technology and methods which are most relevant to them. Mobile tools such as the Blippar app provide us with another great opportunity to do this.”

Domino’s Pizza UK & IRL plc holds the exclusive master franchise to own, operate and franchise Domino’s Pizza stores in Britain and the Republic of Ireland.

How it works
Via the augmented reality-powered Domino’s posters, consumers can download deals for their nearest Domino’s store, get the Domino’s mobile ordering app and become a Facebook fan.

The different features of the six sheet posters “jump” off the page when viewed through the Blippar app.

Consumers who do not have the Blippar app can also get the deal because the poster shows the company’s current 555 deal.

“We’ve had success to date with QR codes so augmented reality was the obvious next step for us as a more dynamic tool for engaging with customers,” Mr. Dutch said.

“Augmented reality gives us the chance to communicate much more than just a great pizza deal on a six sheet poster, while keeping the creative strong and impactful,” he said. “Blippar provides an instant way for mobile users to access richer content simply by holding their phone up to our poster.

Outreach
In addition to the more than 6,000 posters up across the country, Domino’s is using its social media efforts such as Facebook and Twitter to encourage people to learn more about the campaign and participate.

“Pizza is the kind of product that people want to be able to order while they’re on their way home from work or simply just sitting on the sofa,” Mr. Dutch said. “It’s vital that we give them a fast and easy means to do this through our iPhone, Android and iPad ordering apps.

“Online orders account for such an increasingly large proportion of our business and mobile sales are naturally a key part within this,” he said. “As such we’re placing a greater emphasis on mobile within our digital marketing mix.”

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York