Domino's Taiwan trendjacks baseball tournament with logo redesign

Domino's Taiwan has trendjacked social media trends with a series of engaging marketing campaigns during the World Baseball Classic Qualifiers (WBCQ).

The initiative comes as baseball is a national obsession in Taiwan, with fans using various traditions to wish for their team's victory. During this year's World Baseball Classic Qualifiers in Taipei, some fans noticed that the Domino's logo displayed at the stadium wall, featured due to the brand's sponsorship, resembled a dice showing 1 and 2, which they believed could have an unfavorable impact on the game's momentum. As a result, fans suggested changing the logo to the number 6, a symbol of victory, in hopes of bringing good luck to the crucial match that would determine qualification.

Although the logo at the stadium could not be changed, Domino's swiftly responded to fans' requests on social media by updating their profile picture to two dice showing 6s. The post received over 30,000 likes but also quickly became a hot topic across major Taiwanese discussion forums, a check by MARKETING-INTERACTIVE saw.

Domino’s Taiwan aims to attract more sports fans to Domino's by supporting sporting events. This campaign is not limited by age, and its goal is to generate positive buzz for the brand while building stronger connections with consumers across all age groups.

Domino's Taiwan also updated its social media profile picture, while CEO Ben Oborne took the support a step further by bringing a newly designed logo featuring six baseballs to the stadium. Domino's also unveiled a limited-edition "Rolled a 6" pizza box, which quickly became a major attraction outside the stadium.

In an incredible twist of fate, Team Taiwan clinched victory with a 6-3 score, securing their place in the 2026 World Baseball Classic. This coincidence ignited a fresh wave of excitement across social media. Capitalising on the momentum, Domino's swiftly launched a celebratory promotional campaign to drive sales.

After the buzz surrounding its new Volcano Pizza earlier this year, Domino's Taiwan once again stole the spotlight with a swift and agile marketing campaign during the tournament. Apart from monitoring online discussions and updating its social media profile picture to introducing a limited-edition pizza box, having CEO Ben Oborne appear at the stadium to support the team, the initiative also included a post-game promotional campaign.

This rapid response generated nearly 500 media reports and sparked viral discussions online, receiving overwhelmingly positive feedback. By aligning itself with Taiwan's beloved baseball culture, Domino's aimed to strengthen its brand image among fans and the general public, further solidifying its presence in Taiwan's local market.

Don't miss: Domino's jumps on Netflix's Squid Game hype with activations and Emergency pizza

Back in December 2024, Domino's Pizza teamed up with Netflix for a marketing campaign centered around the popular series, Squid Game, ahead of its second season debut in late December. The collaboration features Domino's in Squid Game: The Experience, with an immersive event to be held in New York City this month.

Participants in the event will compete in challenges inspired by the show, with the lowest-scoring player from each group receiving a year’s supply of free Domino's Emergency Pizza. The prize is valued at US$500 in gift cards, presented in a custom Domino's and Squid Game Dalgona tin by a character dressed as a Pink Guard, reflecting themes from the show.

Related articles:

Have you heard Domino's Pizza's AI-curated playlist yet?
Domino's Pizza names James Yeang group SVP for digital and CRM