Domino's will distribute one of its purpose-built pizza delivery cars to a franchisee based on the results of a contest that allows customers to nominate the most deserving stores, reports Marketing Magazine.
As part of the contest, Domino's has developed two ads paying homage to classic automotive market tropes, including footage of the vehicle in a wind tunnel. The DXP took more than three years to develop, and it has a variety of features, including a warming oven and more space to store pizzas, drinks and tools.
Customers will log onto the Domino's DXP (Delivery Expert) purpose-built pizza delivery vehicle site to cast their votes. The pizza delivery brand and its agency, CP+B, unveiled the DXP in 2015 and deployed 97 model-year 2015 upfit Chevrolet Spark vehicles at Domino’s stores across the U.S.
View the DXP campaign video here.