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DOMINO'S PIZZA LAUNCHES $25 MILLION NINTENDO INSTANT WIN GAME

 ANN ARBOR, Mich., Nov. 23 ~PRNewswire~ -- Domino's Pizza, the world's largest home delivery pizza chain, has teamed up with Nintendo, the world's largest home consumer electronics entertainment company, for a $25 million scratch-and-win promotion, Nov. 26-Dec. 20.
 Ten million game cards have been produced with plans to distribute one card with every order of Domino's Pizza during the promotion's scheduled run. The promotion is targeted toward kids, teens, their parents and adult game players alike.
 "This promotion marks a first for both Domino's and Nintendo," said Larry Sheehan, Domino's vice president of marketing and product development. "It's Domino's first scratch-and-win promotion and it's the first time that Nintendo has teamed up for a promotion with a quick- service restaurant company.
 "Nintendo is the leader in the video game industry, and largely because of that, we believe this will be our most successful promotion ever."
 Sheehan added that Coca-Cola, the world's No. 1 branded soft drink, is also a partner in the promotion. "Besides Nintendo products, consumers can win Coca-Cola products, free Domino's pizzas, toppings, and dollars-off savings."
 Domino's will support the promo with a multi-million-dollar ad campaign bolstered by $30 million in fourth-quarter media spending by Nintendo to support new products including Super Mario Kart. Besides network TV, Domino's media support includes a direct mail piece to 52 million homes, and full-page advertising in Nintendo Power magazine. Nintendo Power, which is dedicated to Nintendo players and equipment, reaches 1 million subscribers as well as newsstand purchasers.
 "The Domino's-Nintendo promotion is great for our customers," said Scott Atherton, Domino's national director of consumer promotions. "Most sweepstakes have only one or a few grand prizes. This promotion has 1,000 Nintendo Super NES grand-prize winners and 1,500 Nintendo Game Boy System winners. The Super NES winners will also receive Nintendo's Super Mario World Game Pak and the new Super Mario Kart Game Pak.
 Atherton explained that the promotion's 3-inch by 5-inch scratch- and-win game card was designed to look like the race course in the Super Mario Kart video game. The graphics include Mario in his kart and two other Nintendo characters, King Koopa and Zelda. To play, customers proceed along the race course rubbing off gold circles on the card to reveal the total number of gold coins Mario discovers on the road to victory. Customers then rub off the prize box to reveal the prize that matches the total number of gold coins revealed on their game card.
 "The timing for this promotion couldn't be better for Nintendo or Domino's," Sheehan said. "It focuses on Nintendo's peak selling season; a time when people order a lot of delivered pizza because they just don't have time to cook, what with shopping, parties and other holiday activities."
 He added that the promotion makes a great deal of sense for both Domino's and Nintendo, because both companies want to reach the in-home pizza-eating occasion and the in-home entertainment occasion.
 Said Atherton: "Partnerships with companies like Nintendo are the wave of the future for Domino's if we're going to continue to grow our business."
 Domino's Pizza is the world's largest pizza delivery chain with more than 5,500 pizza delivery stores in the U.S. and 31 international markets. Systemwide sales for 1991 were $2.47 billion.
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 ~CONTACT: Mike Jenkins of Domino's Pizza, Inc., 313-930-3653~
 (KO)


CO: Domino's Pizza, Inc.; Nintendo; Coca-Cola Co. ST: Michigan IN: LEI ADV SU: PDT JVN

SM -- DE015 -- 0504 11~23~92 12:00 EST
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Publication:PR Newswire
Date:Nov 23, 1992
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