Have you heard Domino's Pizza's AI-curated playlist yet?

Domino's Pizza has harnessed AI technology to promote its latest menu item, the Pepperoni-roni Pizza. Using AI technology, the brand has curated a playlist called the 'Pepperoni-roni Replay' playlist to engage customers in a fun and memorable way and to create something that will make its customers crave the brand's latest flavour.

The playlist features more than 15 different genres across three countries - Singapore, Malaysia and Cambodia. The genres include K-pop, Indie, EDM, Jazz, Metal, Hip-Hop, Folk, R&B, and Pop. The diverse song selection is also available in English, Bahasa and Khmer to appeal to a wider audience.

In addition, the diverse selection, according to Linda Hassan, group chief marketing officer of Domino's Pizza Malaysia, Singapore and Cambodia, showcases Domino's brand promise of 'It's all about giving you more'.

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"By strategically incorporating song lyrics that promoted the USPs of the Pepperoni-roni, we are putting key enhancements top of mind for our consumers," said Hassan in conversation with MARKETING-INTERACTIVE. 

She added:

"This was not just about selling pizza. It was about serving up an experience that showed Domino’s Pizza as a brand that is not afraid to mix it up and use cutting-edge tech such as AI to spice up customer engagement."

Using a combination of AI tools that enables music generation, music remastering and music creation, she said Domino's Pizza showcased its commitment to staying relevant and engaging, especially with its younger audience too. Domino's Pizza is one of the first QSR brands in Malaysia and Singapore to utilise AI technology, underscoring its belief that AI will not replace marketers, but will instead empower those who leverage it to create more dynamic and relevant campaigns. 

"At Domino’s Pizza, we are committed to integrating technology in innovative ways to enhance our service and efficiency, while also maintaining the personal touch that sets us apart," said Hassan.

To amplify the playlist, Domino's Pizza recently hosted a busker event outside Marina Bay Sands on 21 June featuring Soo Sheng Li (also known as Guitarstreet). During the event, Soo performed songs from the AI-generated playlist and encouraged the public to sing along with him. As a special treat, those who joined in the fun received a voucher to redeem the Pepperoni-roni pizza for free.

"This offered a unique and interactive way to engage with the public while also sampling our new product. It was a lively and enjoyable event, bringing together music and pizza lovers alike," explained Hassan.

Additionally, digital content creators have incorporated the playlist into their content, which has garnered significant traction from their audiences too, said Hassan. Currently, all 10 tracks are available on Domino's Pizza Singapore's and Domino's Pizza Malaysia's official Instagram accounts.

Meanwhile, in Malaysia, Domino's Pizza ran a special engagement at its Domino's SS15, Subang Jaya store. Customers who walked in and looked up at the Domino's Pizza signboard before entering the store discovered a hidden reward. These lucky customers enjoyed the Pepperoni-roni pizza at a 50% discount.

"This was our way of adding a fun and surprising element to their visit, enhancing their overall experience," said Hassan.

In tandem, an interactive Pepperoni-roni Scream Meter was also created during the brand's on-ground activation at Lot 10, Kuala Lumpur. At the activation, crowds who managed to fill in the Scream Meter with 150% more pepperoni slices by chanting “Pepperoni-roni” to the gamified scream meter walked away with pizza vouchers.

Just like the Pepperoni-roni pizza, which has 150% more pepperoni slices than the regular pizza, the Scream Meter visualised the overloaded Pepperoni-roni pizza which gives satisfaction for meaty lovers.

"The crowd also enjoyed free sampling during the event and were among the first to experience the all-new Pepperoni-roni pizza. It was fulfilling to provide a memorable and engaging experience for the crowds to discover Pepperoni-roni pizza," said Hassan, adding that the pizza will satisfy the craving among meat lovers. This is especially since The Malaysian Book of Records recognised and certified Domino's Pizza as the most pepperoni slices on a pizza.

The Pepperoni-roni is available in beef and chicken pepperoni and contains 150% more pepperoni slices. The Pepperoni-roni also features a mozzarella twisty crust to add a flavourful and textural twist that complements the layers of crust. The unique crust weaves mozzarella cheese directly into the dough, offering a cheesy and savoury bite.

The Pepperoni-roni Replay playlist was created in partnership with Havas Play, who was recently handed Domino's Pizza Malaysia's social media remit earlier in June this year. 

As part of the remit, Havas Malaysia will be overseeing the brand's always-on strategies, activations and influencer marketing initiatives. This decision to extend the remit follows the longstanding relationship between Domino's Pizza, Socialyse Singapore and Havas Play. 

"At Domino’s Pizza, we are committed to integrating technology in innovative ways to enhance our service and efficiency, while also maintaining the personal touch that sets us apart," said Hassan.

To amplify the playlist, Domino's Pizza recently hosted a busker event outside Marina Bay Sands on 21 June featuring Soo Sheng Li (also known as Guitarstreet). During the event, Soo performed songs from the AI-generated playlist and encouraged the public to sing along with him. As a special treat, those who joined in the fun received a voucher to redeem the Pepperoni-roni pizza for free.

"This offered a unique and interactive way to engage with the public while also sampling our new product. It was a lively and enjoyable event, bringing together music and pizza lovers alike," explained Hassan.

Additionally, digital content creators have incorporated the playlist into their content, which has garnered significant traction from their audiences too, said Hassan. Currently, all 10 tracks are available on Domino's Pizza Singapore's and Domino's Pizza Malaysia's official Instagram accounts.

Meanwhile, in Malaysia, Domino's Pizza ran a special engagement at its Domino's SS15, Subang Jaya store. Customers who walked in and looked up at the Domino's Pizza signboard before entering the store discovered a hidden reward. These lucky customers enjoyed the Pepperoni-roni pizza at a 50% discount.

"This was our way of adding a fun and surprising element to their visit, enhancing their overall experience," said Hassan.

In tandem, an interactive Pepperoni-roni Scream Meter was also created during the brand's on-ground activation at Lot 10, Kuala Lumpur. At the activation, crowds who managed to fill in the Scream Meter with 150% more pepperoni slices by chanting “Pepperoni-roni” to the gamified scream meter walked away with pizza vouchers.

Just like the Pepperoni-roni pizza, which has 150% more pepperoni slices than the regular pizza, the Scream Meter visualised the overloaded Pepperoni-roni pizza which gives satisfaction for meaty lovers.

"The crowd also enjoyed free sampling during the event and were among the first to experience the all-new Pepperoni-roni pizza. It was fulfilling to provide a memorable and engaging experience for the crowds to discover Pepperoni-roni pizza," said Hassan, adding that the pizza will satisfy the craving among meat lovers. This is especially since The Malaysian Book of Records recognised and certified Domino's Pizza as the most pepperoni slices on a pizza.

The Pepperoni-roni is available in beef and chicken pepperoni and contains 150% more pepperoni slices. The Pepperoni-roni also features a mozzarella twisty crust to add a flavourful and textural twist that complements the layers of crust. The unique crust weaves mozzarella cheese directly into the dough, offering a cheesy and savoury bite.

“We have been working with the Singapore team for a long time now and have been consistently impressed by the agency's creative and integrated solutions. We have also seen how this model has worked seamlessly across both Singapore and Malaysia,” shared Hassan.

“The energy and creativity demonstrated by the Havas Malaysia team as well as their in-depth knowledge of social media trends and the ability shown to deliver strategies that are both meaningful and results oriented thoroughly impressed us. We are glad to extend this partnership and look forward to working with the team," she added. 

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