17 June 2016
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Cooking up a tasty creation with 538 and Domino’s Pizza

This week’s mouth-watering egtabite showcases a leading radio broadcaster’s unique branded content case for a pizza takeaway restaurant. The Netherlands’ Radio 538 delivered an effective and engaging campaign for Domino’s Pizza that drove high audience interaction and achieved the advertiser’s objectives.

The concept

538Domino’s Pizza challenged 538 to increase its brand spontaneity and demonstrate its distinctive character compared to other dining and delivery websites.

As the most frequently ordered meal in the Netherlands, pizza has no shortage of connoisseurs. To connect with this group of consumers, 538 developed the Coen & Sander PizzaLab, fronted by the popular hosts of the station’s drive-time show. Listeners had the chance to win prizes and – ultimately – culinary fame by creating the most original and surprising new pizza variety.

Coen & Sander

During the “hungry hours” between 16:00 and 19:00, Monday to Thursday, listeners were encouraged to submit and share via social media their creative pizza recipes using a specially developed co-branded platform –

The winners were announced live on air each week, the prize being a year’s worth of free pizza, and a fifth finalist was selected by an online vote.


appThe campaign was supported across a range of multi-media touchpoints, including branded video content featuring 538 DJs distributed through social media, a national radio campaign and the 538 app, with more than 70% of the submissions coming from mobile.

This resulted in over 10,000 entries, which attracted more than 18,000 votes. A third of those entering indicated that they would like to receive an offer from Dominos. This gave people a 25% discount when ordering the winning pizza.

The five finalists were invited into the studio with Coen and Sander, and the Nacho Special pizza was announced as the overall winner, creating great press attention. The successful creators won a prize of €10,000, and their pizza was made available on the Domino’s menu.

Why this matters for egta members

As highlighted at egta’s recent CEO Summit, radio has a unique competitive advantage in the audio market – a strong connection to its audience and community thanks to popular personalities and on-air talent. Radio is often regarded as the most mobile and social of all media, and this case highlights the point exactly.

538 was able to leverage its powerful brand, large reach within the advertiser’s target group and inherent creativity to promote Dominos Pizza in an effective and engaging way.

Must be lunch time!

Target: Radio
Background info

Please click on the links below to access the relevant documents:

» 538 PizzaLab case study video (please click here)

» 538 PizzaLab mini-site (please click here)

Download in PDF

Please click here to download the PDF version of this egtabite.

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Next events

» Annual Marketing & Sales Meeting (TV & Radio)

13 October 2016
Budapest, Hungary