Domino’s delivers branded baby registry

Domino’s Pizza has taken an obvious follow-up step to a wedding registry it launched earlier this year with the announcement of a branded baby registry, per a press release.

dominos baby registry marketing dive

Powered by Gugu Guru, the service lets parents create and customize their registry by choosing from a variety of gift card themes that can be used before and after the baby’s arrival. Registry visitors can send pizza via Domino’s e-gift cards to the gender reveal party, for example, or provide the parents-to-be a pizza night.

People entering a contest on the Gugu Guru blog or through a widget displayed on the company’s Facebook page could win free pizza for a year. Other Gugu Guru pizza-themed gifts available to purchase include onesies, leggings, moccasins and mugs, as well as party supplies like invitations, decorations and party favors. Parents-to-be registering on the Domino’s Baby Registry will be given a unique URL to share with family and friends on social media.

Dive Insight:

Domino’s and Gugu Guru’s baby registry is slyly-timed, rolling out “exactly” nine months after the restaurant chain’s wedding registry, according to director of digital marketing Meenakshi Nagarajan. Both promotions are funny not just in how they build on each other but also in how far removed they are from the typical purview of a pizza brand.

The one-two punch of wedding and baby registries seems to be geared toward the older set of millennials who are now settling down to have families but maybe don’t adhere to rigid tradition in the way their parents did. While these stunts are inherently a little goofy, Domino’s isn’t alone in attempting to put a novelty spin on big life events. Taco Bell this year has started allowing couples to get married at its flagship restaurant in Las Vegas.

Beyond attracting the interest of truly dedicated fans, these promotions are designed to build a lot of brand buzz on social media, as evidenced by Domino’s including a unique URL for expecting parents to share with their friends and family. With the registry, Domino’s and Gugu Guru also tap into a growing trend where quick-service restaurant brands sell quirky merchandise online.

from Marketing Dive:

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