Domino’s is delivering more than just pizza via a partnership with the National Fire Protection Association that will see the brand distributing fire safety materials with every order.

The campaign takes advantage of Domino’s comprehensive mobile ordering capabilities to give consumers an excellent way to receive fire safety information during their standard commercial transactions. This is also a way of combining Domino’s commercial capabilities with its marketing tactics.

“Domino’s reaches thousands of people through delivery on a daily basis, and we want to use that opportunity to share fire safety tips with families across the country,” said Jenny Fouracre, Domino’s spokesperson. “Daylight saving time is a great time to remember to change your smoke alarm batteries after you set your clocks ahead. This small step is an easy one and it can help save lives.”

Fire safety
Domino’s prides itself on having a comprehensive and cohesive mobile ordering system.

The brand offers ordering capabilities from a vast number of channels ranging from traditional online and phone ordering to mobile apps, chatbots and social media posts as well as integrations with the latest tech such as Amazon’s Alexa and Echo.

This solid platform of commerce makes it a great foundation for campaigns that seek to combine digital and commercial.

That is what Domino’s is doing with a new partnership with the NFPA.

Smoke alarms are a common feature in many apartments and houses, but their inconspicuous nature can make them easy to forget. It is important for homeowners to regularly check and replace their smoke detectors.

This idea is at the backbone of a new campaign from Domino’s and the NFPA to deliver fire safety materials with every order of pizza from Domino’s.

For the rest of the month of March, Domino’s pizzas ordered for delivery will come with a fire safety flier on top.

Mobile ordering
With Domino’s comprehensive ordering platform in place, the brand is making it even easier for consumers to order pizza through any and all devices available to them.

The ease and convenience through which these orders can take place has led Domino’s to include their frequently delivered pizza boxes as prime space for delivering concrete messages to a customer’s home.

This kind of direct access to customers is a powerful tool that Domino’s may choose to exploit further in the future.

Domino’s has been working steadily on expanding its ordering capabilities such as with a Google Home ordering option (see story) and a Facebook Messenger chatbot (see story).

With this campaign, Domino’s is increasing the value of its delivering options as well as helping the NFPA to raise awareness of life-saving issues.

“Working smoke alarms can make the difference between life and death in a home fire,” said Lorraine Carli, NFPA’s vice president of outreach and advocacy. “That’s why it’s so important to make sure they’re working properly. We applaud Domino’s for their efforts to remind the public about replacing the batteries in their smoke alarms, and helping to ensure that they’re adequately protected in the event of a home fire.”