Domino's has signed a retail and marketing deal with concert and festivals producer Live Nation.
In the first tie-up of its kind for the pizza brand, which has previously relied on a heavy TV presence, Domino's has been promoting its brand at festivals including Wireless and T In the Park, and will feature at upcoming events including Global Gathering.
Domino's is parking a ‘supertruck' at the events and is featuring in festival TV at the events. The deal was brokered by Domino's agency Arena BLM with BLM Quantum promoting the tie-up online on Facebook.
The brand is targeting a youth audience at the events, and is supporting the Live Nation link-up with social media activity.
Domino's has secured the marketing rights to leverage the Global Gathering brand in Domino's customer emails and social marketing.
Sales at Domino's are ahead of City forecasts for this year, as it reported a 25% surge in first-half profits to £13.6m, helped by sponsorship of Britain's Got Talent and people staying in.