As the leaders in pizza delivery, Domino’s introduced the DXP™ single purpose delivery vehicle. The DXP adapts the Chevy Spark to carry an oven along with space for 80 pizzas as well as beverage and other foods. Domino’s sent an RFP to PRGN’s Bianchi PR, a renowned automotive PR agency, who asked Stevens Strategic Communications (SSC) to serve as the lead food PR firm creating the response and managing five PRGN agencies. Domino’s believed the media would not be interested in the DXP unless the story broke as an automotive story.
Research conducted by Domino’s indicated that there would be several crucial components in promoting the DXP. Appealing to the automotive industry was imperative to Domino’s, but they had no experience in the category. An Automotive Press Association Press conference was scheduled at Domino’s headquarters. Furthermore, it was critical to support participating franchisees when they rolled out their DXPs as a way of encouraging future franchisee participation. The campaign was designed to build partnerships between participating franchisees and local Chevrolet dealers, who were assigned to service the vehicles.
PRGN affiliates were able to provide boots on the ground support. Stevens Strategic (Detroit, Indianapolis) Castle Group (Boston), Lewis PR (Dallas/Houston/New Orleans), the Fearey Group (Seattle), VPE Public Relations (San Diego) were all involved in coordinating launch parties for the DXP in cooperation with local Chevy dealers. Press releases, press kits, posters and print collateral were created and distributed to the PRGN affiliates. PRGN affiliates prepared for their events by coordinating local press, entertainment, ordering giveaways and handling media.
The plan was executed flawlessly, resulting in impressive events. The press conference attracted over 110 media and APA members. More than 75 people attended open houses. Domino’s produced the most media impressions in its industry with 3.24 billion media impressions.
Notable media coverage included:
- Fox & Friends
- The Tonight Show Starring Jimmy Fallon
- The Late Late Show with James Corden
- The Ellen DeGeneres Show
- Every city where the DXP was introduced