Domino’s Pizza Malaysia has jumped on the hype surrounding Blizzard Entertainment’s annual gaming convention, BlizzCon, and the video game Diablo to promote its pizzas.
During the recent BlizzCon, Blizzard Entertainment unveiled its new game Diablo: Immortal which supposedly takes place during the events of Diablo 2: Lord of Destruction and the beginning of Diablo 3. Since Diablo 3 was released in 2012, a fan in a red shirt asked during the Q&A session if Diablo: Immortal was an “out of season April Fool’s joke”, drawing cheers and whistles from the crowd.
Its latest Facebook post featured a bespectacled man in a red shirt standing in front of the mic, with three video game characters in the background. The picture said “This is not an out-of-season April Fool’s joke. You will get a treasure chest when you purchase our pizzas!”. The caption added that there are “no diabolical plans” and Domino’s Malaysia is eager to help consumers level up their gaming experience with the Good Game combo.
“Order here to claim your items quick before DIA BLOW away by a blizzard,” Domino’s added, referencing the latest buzz around Blizzard Entertainment.
The post drew about 366 reactions, 63 comments 122 shares. Netizens’ reactions were mainly positive, with many calling the post “savage” and that it was advertising done right. A+M has reached out to Domino’s for comment.
This is not the first time Domino’s has been successful in jumping on social media chatter. Last month, Domino’s caused chatter among netizens by parodying Malaysian social media influencer Neelofa to promote its extra large pizza. The actress had posted a picture of her wearing a wide brimmed hat with a drink in her hand and the sun setting in the background. Inspired by Neelofa, Domino’s and its digital agency 16Two published a picture of a lady with a pizza on her head and a bottle of Pepsi in her hand, along with the sunset in the background.
Senior VP, marketing, Linda Hassan, told A+M then that speed is of the essence for Domino’s when it develops its social media postings, given the dynamic trends and viral topics online. She added that it constantly chooses to be an active player in engaging with our customers and being among the first to be part of a trending topic of conversation.
“Trend spotting is an ongoing effort and it takes a dedicated team to identify and respond creatively for us to be part of the engagement with the audience,” she added.
(Read also: Domino’s gets in-house e-sports marketing team, commits six-figure investment)
