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A Highly Successful Nationwide Incentive Campaign for Coca-Cola & Domino’s
PROJECT SNAPSHOT
Client: Coca-Cola Europacific Partners / Domino’s
Industry: Food & Beverage
Services: Campaign Concept, Microsite Design, Digital Marketing
Timeline: Created while serving as Creative Director at S2Tribe (formerly Serendipity2)
THE CLIENT'S CHALLENGE
Coca-Cola required a reward-led incentive campaign that would encourage Domino’s franchisees to increase soft drink attachment rates alongside customer orders.
S2Tribe was hired to create a national campaign that felt engaging and competitive while remaining simple for franchisees to participate in across multiple locations.
Strategic Approach
We developed the “Road to Vegas” campaign — a competition-led incentive programme designed to drive engagement and reward sales performance across the Domino’s franchise network.
A dedicated microsite became the central campaign hub, supported by targeted digital communications and in-store promotional materials that kept franchisees engaged throughout the campaign period.
THE DESIGN SOLUTION
The bold campaign ecosystem captured the competitive energy of the “Road to Vegas” concept while aligning with the established Coca-Cola and Domino’s brand identities.
The microsite was designed to be visually engaging, easy to navigate and optimised for repeat visits throughout the campaign. Supporting creative assets extended the campaign across digital and physical touchpoints, ensuring consistent visibility and engagement.
Overall the campaign was highly successful, resulting in extremely positive feedback from the client including a very healthy projected increase in sales.
THE RESULT
- Increased soft drink sales
- High engagement from Domino’s franchisees
- Long-term projected growth in beverage volume
CLIENT TESTIMONIAL
‘’For many years S2 has been managing our incidence rebate payment programme which rewards Dominos franchisees against soft drink volume sales. Each year, S2 also develops our Dominos incentive website which has been a major success, driving up sales and increasing brand exposure for our soft drinks.”
National Account Manager, Coca-Cola EuroPacific Partners
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