–Domino’s Pizza resumes its Domino’s Live Music project, after the break caused by the pandemic. A bet on the territory of music that was born in 2019 with the aim of creating “the perfect night” by uniting the live music with pizza consumption and that in its first edition included the creation of streaming concerts by emerging artists, performances in the brand’s stores and exclusive content for music lovers.
This year, the focus of the project is to give concert halls a voice and aims to be a tribute to his fundamental role in the music of our country. With this premise, the brand has associated itself with two of the main players in the industry: the first marketplace live music social, Wegowand the independent music magazine Sound world. Together with them, Domino’s Live Music will organize its first cycle of concerts in 4 historic venues in Madrid: Siroco, The Sun, Galileo Galilei and Clamores during the months of May and June with artists of different genres that will fill the Madrid night with music.
Domino’s Live Music This 2022 is presented offering experience but also telling stories about what and who is behind the concert halls of Madrid and its importance to continue being engines of this industry. In this way, there will be video interviews of the participating groups and a podcast about each room (collecting anecdotes from renowned artists who performed in them with their first albums) with the new Spotify functionality “Music and Talk”. All this content developed by Mondo Sonoro will have a Domino’s mirror space on the platform for music lovers, Wegow, and can be consumed through the social networks of the brand and its collaborators.
In addition, Domino’s launches 2 exclusive promotions to turn concert nights into perfect nights. A special offer in places near the venues so that attendees can enjoy the best pizza before or after the concert, and another delivery for the hangover the day after.
Domino’s Live Music aims to nurture and continue to champion the live music experience by giving visibility to all market agents: artists, venues, fans, media and platforms. In addition, it demonstrates from the most Domino’s side the local role of the brand in the neighborhood.
The ideation, development and execution of this action has been carried out by Arena with Bridges_, its transmedia content accelerator, with the aim of continuing to connect the brand with its consumers in those territories that are most relevant to them. In this edition, with an activation strategy in the territory that connects with the target more demanding, and in turn prescriber, allowing Domino’s to gain credibility for it.
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