Domino’s has led the pack in terms of brand tech innovation, with offerings like Tweet and emoji ordering and Google Home ordering, all of which is now showcased in a Rube Goldberg-themed spot that debuted today. Alongside the new ad, the brand adds another digital offering to its oeuvre–a video game.

Joining other fast feeders who have leveraged gaming to promote their brands –KFC previously debuted one in its “Hall of Colonels” while Chipotle created a “Space Invaders”-inspired game to tout its natural ingredients– Domino’s has debuted “Piece of the Pie,” a mobile game which offers six physics-themed challenges that further build out the Rube Goldberg world of the accompanying ad. Players control gizmos like a pizza-cutter mobile, or, just a plain old meatball, through fairly challenging roller-coaster and pinball-inspired obstacles.

The campaign promotes the brand’s loyalty program, which lets customers can earn points through ordering in-store, online or by the phone. Now, with “Piece of the Pie,” they can add gaming skills to the list of ways they can earn points to score pies.

from Ad Age: