A square pizza found its square world

Domino's made a square pizza. Then it went and found the one place where square is completely normal.

From 26 October the Domino, their Detroit-style personal pizza, teams up with Minecraft Dungeons II. Buy one online as a rewards member and you unlock a skin, a cape and a "Cheesy Cube Pet" that follows you around the game. On top of that, 2,000 free game tokens a day until 4 November and six collectible boxes. Marketing Dive has the full list here: https://www.marketingdive.com/news/dominos-links-with-minecraft-to-push-personal-pizza-via-gaming/833357/

I love this one. Not because I want a cheese pet. (Ok, a little bit. 🧀)

Look at the order they did it in. The pizza came first, back in August. Its shape was just a shape. Then somebody asked "where does this shape already make sense?" and the answer was a game where everything is a block. Nobody had to invent a story around the product. It just needed the right room.

Most of us do it backwards. We grab the hottest partner, the biggest influencer, the trendiest platform, and then try to squeeze our product in. It ends up looking like a sticker on someone else's car.

Their CMO put it in one line: "Minecraft Dungeons II is all about teaming up with friends for epic adventures." So is a pizza box on the floor at midnight.

So, what's the odd thing about your product that you keep apologising for? The weird size, the slow process, the strange colour?

Stop hiding it. Go find where it's normal.