In baseball, a no-hitter is a thing of beauty, but it takes a lot of things to make it happen. The pitcher needs to do his homework on the hitters, execute and give himself the best chance to win — just like digital marketers.
On June 10, Domino’s teamed up with MLB.com to promote a free pizza offer celebrating the baseball season’s first no-hitter the night before by San Francisco Giants rookie Chris Heston. The subject and pre-header of the email both read, “DomiNoNo — Free Pizza for first 20,000 fans today at 3pm ET/12pm PT.”
The DomiNoNo email offered a link to receive the redemption code for one free medium, two-topping handmade pizza to the first 20,000 MLB.com users to register with their account information.
If you wanted to take part in the #DomiNoNo event but didn’t have a MLB.com account, users could simply click on the red with white lettering “Sign Up” bar. Within an hour all codes had been claimed, MLB.com gained some new users and Domino’s had 20,000 orders to fulfill.
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Cheryl Cagle is database/affiliates director for Direct Marketing IQ, the home of direct marketing research, and Who’s Mailing What! Cheryl can be reached at firstname.lastname@example.org.