Dive Brief:
- Domino’s on Oct. 26 will launch a collaboration with “Minecraft Dungeons II,” the latest installment in the video game franchise, that includes in-game items, packaging and giveaways, per details shared with Marketing Dive.
- Content from creators in the visual effects space including Merrick Hanna, Daphne Le, JoshVFX and the MacFarlane Brothers will be featured on the brand’s and creators’ owned channels. The MacFarlane Brothers content also appears in a 15-second spot airing on linear and non-linear TV.
- The partnership is tied to the recent debut of the Domino, a personal pizza intended to meet customer needs around meal occasions like gaming. The rectangular shape of the menu item is in line with the block-based world of Minecraft.
Dive Insight:
Domino’s is heading back to the world of gaming with a collaboration with “Minecraft Dungeons II,” a game for consoles and PC that was released on Sept. 29. Previously, the chain helped launch Twitch’s Fortnite-focused network and resurrected its Noid character in a video game. Gaming with friends is one of the occasions that Domino’s has highlighted as a match for the Detroit-style Domino pizza, which rolled out on Aug. 31.
“Minecraft Dungeons II is all about teaming up with friends for epic adventures, and the Domino is built for those same moments,” Kate Trumbull, Domino's executive vice president and chief marketing officer, said in a statement. “With its block shape, playful spirit and perfect-for-gaming format, the Domino felt right at home in the Minecraft Dungeons II universe.”
Domino’s Rewards members that purchase a Domino online can unlock brand-themed in-game items, including a skin for their avatar, a cape and a Cheesy Cube Pet companion that is the first co-branded partnership pet in the game. The loyalty element seeks to build on the strength of the Domino’s Rewards program, which finished 2025 with more than 37 million active users, up nearly 20% since its relaunch in 2023.
In addition, Domino’s is giving away 2,000 “Minecraft Dungeons II” game tokens every day between Oct. 26 and Nov. 4 that customers can use to download the game for free. Customers who purchase a Domino and submit proof of purchase on a microsite will be entered for a chance to win, giving the chain an opportunity to collect first-party data on non-loyalty members.
To promote the collaboration, Domino’s tapped a handful of VFX creators whose work is in line with the gaming space to appear in social content and TV ads. Marketers continue to find new ways to use creators in their efforts, from ad production to product innovation.
The collaboration includes six collectible boxes featuring characters from the game. Plus, the brand will soon give its Domino’s Tracker an interactive, game-themed makeover. The collaboration will roll out in 19 global markets, with timing and details varying by market.
