When Domino’s set out to launch their new 5 Cheese Mac & Cheese, we aimed to stand out among QSRs who were already serving a similar dish. So, we needed to highlight our delicious differences, as our dish did not look or taste like a traditional mac (whatever “traditional” means). It had 5 different cheeses, used penne, and tested high with adults ages 18+ on craveability. No orange sauce and elbow noodles were to be found.
Our main, driving question for this campaign was, “How do we show that rules around mac & cheese don’t matter as long as it’s delicious?”
Mac Scott the Mascot spontaneously manifested himself as a 7-foot-tall penne noodle being during a test run in Domino’s headquarters. Just like Domino’s 5 Cheese Mac & Cheese broke the rules when it came to noodle and cheese choice, Mac was breaking rules as well. Heck, even his existence was breaking rules of reality!
Creating a new mascot character came with some unexpected challenges, as we had to use our noodle in new ways to fully realize Mac Scott. For instance, we had to think about everything from how Mac would convey emotion (through detachable eyebrows and lips) to how many fingers he’d have (four yellow ones). Additionally, his voice, interactions with humans, and other “isms” had a hilariously long amount of thought.
After bringing Mac to life, we used him to create video and static content that brought him, well, even more to life in the “corporate” world, mockumentary style. Fans watched Mac fulfill his dream of being a personality hire at Domino’s, running amok in the office, pulling pranks, and breaking as many rules as he possibly could. We even had a short series involving Mac’s existential musings and questioning of his purpose in the world through his writings in his “dairy”.
Mac brought delicious awareness, excitement, and humor to Domino’s overall social presence.
This campaign blew the cheese pants off Domino’s previous product launch campaign with a +171.1% engagement rate, +1,833.5% net follower growth, +442.4% shares, and +213.5% comments. We garnered a whopping 10k new followers (rather, Mac fans) in one day, as well.
Additionally, we scored unpaid and unplanned engagement from other big brands on social, including Scrub Daddy and Cheezit, which led to lasting relationships and opportunities for future brand collabs.
We even collaborated with internet legend Scrub Daddy for a fun holiday post, where both mascots frolicked in the name of the holiday spirit. With 282,161 organic impressions, this organic post helped land Mac in an unexpected cultural play with lots of positive sentiment. But Scrub Daddy wasn’t the only celeb who was spotted with Mac. Chrissy Teigen was snapped giving some love to our big cheesy guy at Chainfest, a gourmet chain food festival in LA.
Sentiment in the comments section of each posting was overwhelmingly positive, with commenters begging to see more of Mac, requesting Mac merch, and even requesting for Mac costumes (specifically cheesepants) for Halloween.
Mac contributed to Domino's goal of being one of the most-loved pizza brands on social. And although it may sound cheesy, Mac’s impact will forever be felt in Domino’s social and he has solidified a special place in our hearts.
