In October of 2023, federal student loans resumed for over 44 million Americans, after being paused for 3 years due to COVID. It was a bummer for a lot of people to say the least. And though there is nothing one could do to change this, Domino’s thought that a free pizza could at least help soften the pain.

So Domino’s gave out 1 million dollars worth of free Emergency Pizzas to anyone who had to resume their student loan payments. This allowed Domino’s to have a hyper-targeted approach around a topic few brands were talking about.

Domino’s believes pizza can make anything better, even something as monumental as federal student loans resuming for over 44 million Americans across the U.S. That’s why Domino’s created Emergency Pizza for Student Loans.

Spring boarding off of their Emergency Pizza campaign, which gave customers a free pizza to use when they needed it most, Domino’s decided to give out an additional $1 million dollars worth of free pizzas to those that had to resume their student loan payments. Each day they released over 4,000 free pizzas on the Domino’s Emergency Pizza For Student Loans landing page, which were claimed within minutes.

In the Fall of 2023 Federal Student Loan payments resumed for 44 million Americans after three years of being paused due to a COVID. And while Domino’s knew they couldn't change this situation, they believed that a free pizza could at least make people feel a little better about it.

Spring boarding off of their Emergency Pizza campaign, which gave customers a free pizza to use when they needed it most, Domino’s gave out an additional $1 million dollars worth of free pizzas to those that had to resume their student loan payments.

Coming off of their Emergency Pizza campaign, which gave customers a free pizza to use when they needed it most, Domino’s gave out an additional $1 MM worth of free pizzas to any of the 44 million Americans that had to resume their federal student loan payments.

Anyone who was feeling the sting of having to resume their monthly payments could claim their free pizza by simply visiting the Emergency Pizza student loans landing page. The landing page gave out the max number of pizzas every day for the entire 16 day window with 740,000+ people visiting it. Showing that even in the face of a student loan debt problem a free pizza can go a long way.

The campaign produced record-high engagement with 740,000+ people visiting the campaign landing page in 16 days.

The max number of pizzas were given out every day for the entire campaign window.

The action generated 878 million earned media impressions.