Domino's Domigoals

Consumer engagement DOMIGOALS A MINIMUM OF With an... O 21% Pre-campaign estimates vs. actual registrants resulting in 37 ACTUAL REGISTRANTS AVERAGE 88 17M PARTICIPATED ON MATCHDAY НIОН ESTIMATE winning at least MID ESTIMATE once PLAY LOW ESTIMATE of registrants became active Domigoalers GOAL EVENTS ACTIVE USERS 46,014 Breakdown of the 17,462 winners Sales & frequency of purchase 54,000 T53,550 138,250 15,300 Average number of purchases EXISTING CUSTOMERS Vs NEW CUSTOMERS" Average number of purchases 72% 28% 1.5 1.8 Total sales after discount removed Average purchase price after discount Average purchase price after discount £7.57 £205.599 £93.54 £13.00 Jul ul Driving the buzz 4.3k TWEETS decrease in number of days between 24% each purchase for an existing customer We drove online buzz and industry recognition #Domigoals received an estimated 4,300 mentions on Twitter Voucher breakdown £5 £10 20%o O 719,377 vouchers 20.9%: 54.5% 1.8% : were released O 28,164 of which were redeemed O 3.9% overall DOMIGOALS REDEMPTION RATE REDEMPTION RATE REDEMPTION RATE redemption rate £1 £5 spending on average spending on average spending on average £4.16 per redemption £7.99 Pedemption £17.55 Pedemption per per £43,907 £44,979 £210.240 Domigoals made £5 for every £1 spent on its production. That's what we call extraordinary! big generated total sales generated total sales generated total sales