Emergency Pizza 2.0

Domino’s launched Emergency Pizza in 2023. Flipping a traditional buy-one-get-one deal on its head, Domino's offered customers a free pizza (to be redeemed in the future) so that they'd have an Emergency Pizza waiting for them when they needed it most.

A year later, it was time to launch Emergency Pizza 2.0. To elevate the original concept of Emergency Pizza, we tackled more pizza emergencies than ever—venturing into uncharted cultural and entertainment territories.

Domino’s joined forces with Netflix to prove that a free pizza could help—even in the highest-stakes situations. Domino’s created a Squid Game revisionist history in which Emergency Pizza could save the day in some of Season one’s most memorable, and most intense situations. 

The partnership continued with a social campaign featuring the show’s Pink Guards watching over Domino’s stores and even assisting with pizza deliveries—all presented in a lighthearted, comedic tone that added a touch of silliness to Squid Game’s famously dark world.

We then teamed up with Stephon Diggs to give away $1,000,000 worth of free Emergency Pizzas to anyone that was feeling the sting of missing their star receiver in their fantasy football lineup. People that had Stefon on their fantasy team could submit their lineup on the Domino’s From Diggs landing page for a chance at one of the $1,000,000 worth of free Emergency Pizzas. 

To promote the action, Stefon Diggs starred in a social press release where he announced the partnership which lived on Domino’s and Diggs social accounts.

Domino’s entered Fortnite as part of Twitch’s The Glitch, where players could build an Emergency Pizza break box for a much-needed health boost. Twitch and Domino’s also created an entirely new island where players battled for control of a Domino’s store. When teams were in desperate need of an advantage, they could “break the glass” to unlock the ultimate secret weapon: Emergency Pizza.