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How Bowerbirdy Help Domino’s Create Standout Freshers Events

6 Sep 2018

Dominos Freshers Events

Freshers’ Week is one of the noisiest brand environments of the year. Attention is expensive. Data is everything. So when Domino’s Pizza partnered with us, the brief wasn’t just visibility, it was measurable performance. Our role was to operate as an extension of their promotional and marketing team, delivering:

  • High-volume student engagement
  • First-party data capture
  • Sustained social reach
  • Long-term audience value beyond the event itself

Engineering Freshers Engagement That Converts

We designed each campus activation to be instantly recognisable, high-impact and queue-driving. Once students entered the space, every interaction was intentionally structured to lead towards:

  • Photo competitions driving organic social reach
  • Instagram sharing that extended brand presence across personal networks
  • Tablet-based email and SMS sign-ups
  • On-site survey completions

All data capture was positioned after value had already been delivered (games, content, giveaways, photo moments) ensuring participation felt natural rather than forced.

Bowerbirdy-designed equipment for Domino's Freshers Events

Incentives That Drive Behaviour

The giveaways weren’t just decorative, they were engineered to convert:

  • Branded T-shirts and merchandise
  • Bespoke card decks
  • £1 pizza queue drivers
  • The headline incentive: free pizza for a year

Each incentive drove:

  • Queue formation
  • Dwell time
  • Data capture
  • Social sharing velocity
Bowerbirdy-designed Domino's Freshers Events

The Results

Across participating universities, the campaign delivered:

  • Some of the strongest Freshers sign-up and survey completion figures Domino’s had recorded
  • High-volume UGC shared directly from student accounts
  • Sustained online and offline brand visibility
  • Long-tail customer value through captured first-party data

This wasn’t a stand that looked good. It was an activation that performed.

For Brands Focused on ROI, Not Just Impressions

If your brand needs:

  • Live audience engagement
  • First-party data capture
  • Social amplification
  • Activation campaigns that convert activity into measurable outcomes

That’s exactly where we operate!

Get in touch with us today and let’s build your next high-performance brand activation!