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DUNGEONS & DRAGONS

DOMINO'S

The Ask: How can Dungeons & Dragons have a market breakthrough and become a household name like other classic games?

 

The Insight: Even though Dungeons & Dragons has over 50 million players, there are too many people who think it's an overly-complex, nerdy game and don't want to give it a roll.

 

The Idea: With the help of Domino's we'll show people that D&D is a fun, casual way to hang with friends, and more importantly...

...a slice of fantasy with D&D&D.

OOH

SOCIAL

ACTIVATION: 
MEDIEVAL CARRIAGE

In urban areas Domino’s will deliver pizza in D&D-inspired medieval horse-and-carriages in order to promote the world-building nature of Dungeons & Dragons.

LIMITED EDITION
PIZZA/QR CODE

A medieval-looking pizza table/saver/stool that has a QR code on the top and can be scanned for exclusive D&D Domino’s-inspired campaigns, deals on D&D merch, and digital Domino’s-inspired dice like the ones on the limited addition pizza delivery boxes.

ACTIVATION:
DOMINO'S STORE

Dungeons & Dragons will transform a high-traffic, urban Domino’s into a pop-up medieval tavern to further enhance the vibe that D&D facilitates through gameplay.

ACTIVATION: 
CAMPUS LOUNGE

During college welcome week, Dungeons & Dragons will set up cozy medieval lounges on campus to watch/play D&D and grab a slice of Domino’s pizza.