The Dark Knight Vault
This promotional campaign was one of my favorite projects I got to work on because I had access to amazing content, and we had the chance to integrate a lot of different promotional features with great partners. Managing the in-store POS to the design, development, and launch of a microsite with a registration system linked to Domino’s CRM system wasn’t an easy task, but it was a success for the brand and my team.
Domino’s wanted to increase its online order business over the summer, a time when people are generally outdoors and barbecuing and it’s hard for pizza restaurants to get consumer attention. The quick-serve restaurant partnered with the biggest movie of the summer — The Dark Knight — to reach its 18 to 29-year-old audience.
As the Creative Director overseeing Domino’s, my team designed and built The Dark Knight Vault — an experiential site that used the restaurant’s Pizza Tracker as the entry gate. Orders placed through dominos.com entertained visitors by allowing them to break into The Dark Knight Vault and get the ultimate Batman experience. If you’re going to wait 30 minutes for your pizza, might as well be entertained with exclusive content and the chance to win unique prizes. (And yes, you got to play cards against the Joker for a limited-edition Dark Knight Xbox 360.)
To generate nationwide interest, Momentum also launched the Dark Knight $10K Giveaway where 21 people — one customer per day — won $10,000 over a period of 21 days. People were automatically entered for that’s day’s $10,000 prize when they ordered a Gotham City Pizza.
Winners received their money from a branded Gotham National Bank armored truck along with their delivered pizza. An interactive map inside the Dark Knight Vault allowed customers to track the winners and watch photos and videos of their surprise delivery. Consumers entertained themselves with the Vault for an average of 17:33 minutes while they waited for their pizzas. My team created a digital e-card to prank friends, custom Dark Knight wallpapers, and received a new exclusive Dark Knight trailer that only could be seen inside the Vault. (Warner Bros. was a great partner to work with.)
In the end, Sales from Domino’s online order system and pizza tracker increased 6% during The Dark Night promotion and Domino’s sold roughly 1.5 million Gotham City Pizzas. More than 40% of site visitors registered with dominos.com for future communications.
Creative Director - Hafiz Huda
UX / Site Architecture - Hafiz Huda
Senior Art Director - Randy Smith
Flash Development / Design - Dan Will
One of 21 Winners of the Dark Knight $10K Giveaway