Context and Strategic Foundation
The food delivery market is constantly expanding, yet pizza has lost its privileged role as the undisputed star. In an environment oversaturated with alternatives such as kebabs, sushi, and smash burgers, pizza is no longer the natural choice for young consumers. At the same time, fast-food giants like McDonald’s, Burger King, and KFC have been quick to occupy the emotional space with aggressive promotions, advanced digitalization, and a relentless pace of product launches. Domino’s cannot win by simply competing on price or speed—it must reclaim a cultural space where pizza already has deep meaning. This strategy focuses on a young, hyper-connected audience: students, young professionals, and groups of friends who plan spontaneously, communicate through WhatsApp, and constantly seek shared experiences to talk about in their next gathering. These consumers are impulsive, social, and open to improvisation, and while Domino’s is already part of their routines, the brand often competes with more than 150 other options. The challenge, therefore, is to make Domino’s not just an option, but the natural choice. The vision is clear: there is no need to invent new rituals, but rather to recognize which ones already exist and insert Domino’s authentically within them. By identifying collective, emotional moments—weekends, gatherings with friends, football matches, the brand has the opportunity to become part of the cultural code of this generation.
Creative Concept: La Previa
The heart of the campaign is built around La Previa, a moment deeply ingrained across cultures. Known as the pre-party, it is the ritual of gathering with friends before the main event: music playing from a phone, drinks shared in a living room, laughter filling the air, and pizzas arriving at the door. While the night’s outcome may remain uncertain, the beginning is always guaranteed to be fun. This is where Domino’s can claim a powerful position: becoming synonymous with the start of something memorable. La Previa by Domino’s transforms this cultural ritual into a brand territory, showing that the experience of preparing for the night can often be more enjoyable than the night itself. Domino’s is not only present as a food option, but as the symbol of anticipation, connection, and energy that defines the start of the evening.
The campaign unfolds in three stages, each designed to capture attention, generate excitement, and ensure long-term presence. The first stage, the teaser, introduces mystery and builds intrigue through anonymous actions. Disruptive outdoor billboards highlight the unwritten rules of La Previa without any brand logo, strategically placed in residential neighborhoods, universities, and social hubs. Stickers with witty, street-inspired messages appear in bars, bathrooms, and metro stations, while fake “neighbor complaints” about loud parties are shared to create humor and recognition among young audiences. Meanwhile, gossip accounts spread fake news about secret events, fueling speculation and curiosity.
The second stage, the main activation, culminates in La Previa de las Previas, an exclusive influencer-driven event in the mountains of Madrid. A private house is transformed into the ultimate “House of La Previa,” complete with Domino’s playlists, a DJ set, a karaoke room, a beer pong zone, a wall of stickers, and even a confessional booth in the bathroom. Selected influencers receive mysterious “Previa Packs” beforehand as exclusive invitations, sharing them on their social media and amplifying the buzz. The event is designed not only as an immersive experience but also as a factory for organic TikTok and Instagram content.
The final stage, Sustain & Expand, ensures that Domino’s remains associated with La Previa beyond the initial hype. Through recurring content, evolving campaign codes, and ongoing activations, Domino’s becomes inseparable from the ritual of the pre-party.
Complementary Activation
To extend momentum, the strategy introduces multiple touchpoints that keep the campaign alive. Billboards evolve from anonymous messages to humorous claims directly linking La Previa to Domino’s, offering special group promotions. A second large-scale event, La Previa by Domino’s, opens the experience to select customers, maintaining the same energy with music, games, and pizza everywhere. The Pizza Pass, obtained by ordering at least six pizzas through the Domino’s app, becomes a coveted ticket granting access to exclusive events, reinforcing both group consumption and brand desirability. Promotions such as 6x2 double the fun by encouraging larger orders, while the Previa Pack (including Domino’s-branded merchandise, games, and accessories) turns every delivery into part of the ritual. Beyond delivery, Domino’s surprises consumers waiting in long queues for concerts or festivals by offering free pizza and Pizza Passes, sometimes delivered by well-known influencers. Stores are also redesigned to resemble living-room-like spaces for La Previa, and podcasts join the conversation by sharing anecdotes and commentary about the campaign, ensuring cultural relevance spreads beyond paid media.
The campaign runs over three months, starting in September with teasers that generate curiosity and conversation. It peaks with La Previa de las Previas, the exclusive influencer event that officially reveals Domino’s as the brand behind the movement. From October onwards, new OOH placements, promotions like 6x2, Previa Packs, and Pizza Pass activations keep the energy alive. Simultaneously, podcasts and influencers adapt their content to align with the campaign, creating a continuous wave of visibility. This careful timing ensures that Domino’s not only generates an immediate impact but also sustains cultural momentum over an entire season of weekends and gatherings.
To extend momentum, the strategy introduces multiple touchpoints that keep the campaign alive. Billboards evolve from anonymous messages to humorous claims directly linking La Previa to Domino’s, offering special group promotions. A second large-scale event, La Previa by Domino’s, opens the experience to select customers, maintaining the same energy with music, games, and pizza everywhere. The Pizza Pass, obtained by ordering at least six pizzas through the Domino’s app, becomes a coveted ticket granting access to exclusive events, reinforcing both group consumption and brand desirability. Promotions such as 6x2 double the fun by encouraging larger orders, while the Previa Pack (including Domino’s-branded merchandise, games, and accessories) turns every delivery into part of the ritual. Beyond delivery, Domino’s surprises consumers waiting in long queues for concerts or festivals by offering free pizza and Pizza Passes, sometimes delivered by well-known influencers. Stores are also redesigned to resemble living-room-like spaces for La Previa, and podcasts join the conversation by sharing anecdotes and commentary about the campaign, ensuring cultural relevance spreads beyond paid media.
The campaign runs over three months, starting in September with teasers that generate curiosity and conversation. It peaks with La Previa de las Previas, the exclusive influencer event that officially reveals Domino’s as the brand behind the movement. From October onwards, new OOH placements, promotions like 6x2, Previa Packs, and Pizza Pass activations keep the energy alive. Simultaneously, podcasts and influencers adapt their content to align with the campaign, creating a continuous wave of visibility. This careful timing ensures that Domino’s not only generates an immediate impact but also sustains cultural momentum over an entire season of weekends and gatherings.
To extend momentum, the strategy introduces multiple touchpoints that keep the campaign alive. Billboards evolve from anonymous messages to humorous claims directly linking La Previa to Domino’s, offering special group promotions. A second large-scale event, La Previa by Domino’s, opens the experience to select customers, maintaining the same energy with music, games, and pizza everywhere. The Pizza Pass, obtained by ordering at least six pizzas through the Domino’s app, becomes a coveted ticket granting access to exclusive events, reinforcing both group consumption and brand desirability. Promotions such as 6x2 double the fun by encouraging larger orders, while the Previa Pack (including Domino’s-branded merchandise, games, and accessories) turns every delivery into part of the ritual. Beyond delivery, Domino’s surprises consumers waiting in long queues for concerts or festivals by offering free pizza and Pizza Passes, sometimes delivered by well-known influencers. Stores are also redesigned to resemble living-room-like spaces for La Previa, and podcasts join the conversation by sharing anecdotes and commentary about the campaign, ensuring cultural relevance spreads beyond paid media.
The campaign runs over three months, starting in September with teasers that generate curiosity and conversation. It peaks with La Previa de las Previas, the exclusive influencer event that officially reveals Domino’s as the brand behind the movement. From October onwards, new OOH placements, promotions like 6x2, Previa Packs, and Pizza Pass activations keep the energy alive. Simultaneously, podcasts and influencers adapt their content to align with the campaign, creating a continuous wave of visibility. This careful timing ensures that Domino’s not only generates an immediate impact but also sustains cultural momentum over an entire season of weekends and gatherings.
A good repositioning for Domino's
Through this strategy, Domino’s seizes a unique cultural opportunity by claiming ownership of La Previa. In doing so, it positions itself as more than just a food delivery brand, it becomes the emotional spark that ignites connection, fun, and anticipation. This approach directly increases delivery orders and average ticket size by embedding pizza within a collective ritual that naturally involves groups and large orders. More importantly, it redefines Domino’s perception among young audiences, presenting the brand as fun, innovative, and relevant. By daring to change the rules of the fast-food sector, Domino’s not only reclaims cultural relevance but also builds a distinctive competitive advantage that no other brand has yet managed to occupy.
Through this strategy, Domino’s seizes a unique cultural opportunity by claiming ownership of La Previa. In doing so, it positions itself as more than just a food delivery brand, it becomes the emotional spark that ignites connection, fun, and anticipation. This approach directly increases delivery orders and average ticket size by embedding pizza within a collective ritual that naturally involves groups and large orders. More importantly, it redefines Domino’s perception among young audiences, presenting the brand as fun, innovative, and relevant. By daring to change the rules of the fast-food sector, Domino’s not only reclaims cultural relevance but also builds a distinctive competitive advantage that no other brand has yet managed to occupy.
Through this strategy, Domino’s seizes a unique cultural opportunity by claiming ownership of La Previa. In doing so, it positions itself as more than just a food delivery brand, it becomes the emotional spark that ignites connection, fun, and anticipation. This approach directly increases delivery orders and average ticket size by embedding pizza within a collective ritual that naturally involves groups and large orders. More importantly, it redefines Domino’s perception among young audiences, presenting the brand as fun, innovative, and relevant. By daring to change the rules of the fast-food sector, Domino’s not only reclaims cultural relevance but also builds a distinctive competitive advantage that no other brand has yet managed to occupy.
