Domino's Pizza challenges Swifties to complete lyrics in Eras Tour activation

Domino’s Pizza Singapore has collaborated with local content creator Joie Tan to give Taylor Swift's The Eras Tour concertgoers, a chance to win a MyDomino’s Box if they can complete the lyrics to her songs correctly.

The activation saw Tan going around Singapore’s National Stadium last weekend to challenge dedicated and hungry Taylor Swift fans (Swifties) to complete the lyrics to at least three songs in a street interview format.

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In an Instagram reel posted by Domino’s Pizza Singapore, Swifties had to know the words to songs such as Karma and You Belong With Me along with the song Gold Rush where the word “dominoes” was mentioned in the lyrics.

Tan herself was chosen as she is a Taylor Swift fan and has done various Taylor Swift related content. Besides doing a Taylor Swift gig last year, she was also the performer at the Jewel Changi Airport singalong on 1 March, said Kenny Yap, managing director, Socialyse, Havas Play and Havas Red.

Joie Tan is a huge Taylor Swift fan and had done various Taylor Swift related content. Besides doing a Taylor Swift gig last year, she was also the performer at the Jewel Changi Airport singalong on 1 March.

"We really liked her high energy and fun personality, and it was a bonus that she is a big fan of Domino’s Pizza," he said. 

“Domino’s Pizza has always had a great appetite for creating entertaining and engaging content for their customers. The Socialyse and Havas Play teams are constantly exploring unique and relevant moments, developing and driving our organic content to work even harder,” added Yap.

In fact, the MyDomino’s Box was specifically chosen for this activation as it allows individuals to customise their pizzas with their own preferences while enjoying a collective moment together just like the concert, Yap added.

“We are delighted to have developed a process such that we can act on social media trends and conversations, and turnaround content swiftly for the brand,” he added.

Domino’s Pizza has truly been on the side of Swifties from start to finish. In fact, last year, it initiated an activation giving free pizzas to Swifties queueing for concert tickets at SingPost.

The brand also recently collaborated with Havas Play on a social media activation that covered iconic landmarks in Singapore with cheesy lava to mark the launch of its Cheese Volcano Pizza.

The posts served as teasers of the product’s unique selling point by showing cheese overflowing at landmarks such as Lau Pa Sat and the iconic Toa Payoh dragon playground.

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