Domino’s: “Behind the Pizza” Interactive Game

Just moments ago, Domino’s launched an interactive site called “Behind the Pizza“. Taking cues from a FarmVille aesthetic, the website will take consumers on an interactive journey with 10 Domino’s ingredients. Consumers will be able to see real farms, discover real stories and earn points by playing mini-games, viewing photos or watching a short story of how each ingredient lands on their pizza. Points can be collected as you play and will be redeemable for real-life Domino’s prizes (gift cards, free upgrades and items). This game comes as a continued initiative for transparency for the Domino’s brand as it showcases its new, fresher ingredients and pizza construction methods.