Earlier this week Domino’s piqued curiosity when the brand posted hundreds of tweets comprised solely of pizza emojis, even replying to followers’ tweets with pizza.
The emoji postings were in promotion of Domino’s latest offering: ordering pizza via Twitter. Starting May 20 (and after an initial setup, of course) users will be able to order a pizza simply by tweeting pizza emojis at Domino’s. Is it a gimmick? Maybe. But it’s also incredibly convenient, giving fans the ability to complete an order in a few seconds. “We want to make it as easy as possible for people to order from us — and this is pretty darned easy,” says Domino’s CEO Patrick Doyle.
It’s a win for Domino’s — and an opportunity for other brands to follow suit. As Twitter and other social channels look to make the move from simply being a place to engage to being a place to purchase, brands that help lead the charge will have a significant head start on the competition.