Every day, pizza deliveries create magical moments for thousands of people across the country.

But all of those deliveries are limited by the same thing: a physical address.

Domino’s believes the magic of pizza should have no boundaries, and knew that thousands of unique delivery opportunities were going unfulfilled in the existing framework of their billion-dollar ordering platform.

Domino’s needed an innovative way to bring pizza to people outside, and in the process, create more special moments with the power of pizza.

No address? No problem. Because last summer, Domino’s dropped an entirely new way to order pizza with Domino’s Pinpoint Delivery®. Now you can get pizza delivered almost anywhere with the drop of a pin in the Domino’s app—a first for quick-service restaurant brands in the U.S. From beaches to little league baseball games, tailgates, trailheads, campsites, campus corners and more, customers can get pizza delivered just about anywhere hunger might strike.

Using new technology developed in partnership with Google, Domino's Pinpoint Delivery® totally changes the pizza-ordering game by removing the barrier of needing a physical address, opening up delivery opportunities all across town where customers can meet their driver without interrupting their outdoor activities.

Just about everyone in America loves pizza, but we needed to speak to a unique subset of pizza fans.

We needed to speak to those whose love of pizza couldn’t be contained to a single, fixed address, and memorably show the power of pizza delivery at the drop of a pin.

Through the visual device of Pie Divers — Domino’s delivery people magically falling through the sky — we created a charming campaign showcasing customers receiving magical pizza deliveries in some of the most common usage scenarios for Domino’s new ordering platform.

Customers were depicted receiving pizza in the park, at the beach, and along more remote roadside stretches, with each delivery representing the hyper-local spots that Domino’s Pinpoint Delivery® makes possible.

Domino’s Pinpoint Delivery® was integrated as a major ordering method within the multi-billion dollar ordering platform. The campaign, featuring Domino's delivery drivers falling through the sky to drop off delicious pizza, resulted in over 48,000 Pinpoint delivery orders, helped to drive a significant amount of new app order adoptions, and garnered 1.1 Billion earned media impressions.