Mystic pizza: Domino’s gives slice of virtuality

US – Domino’s Pizza has released an iPad app called Pizza Hero that lets customers knead, sprinkle and slice a pizza of their choice without getting their hands dirty.

The idea is to make a virtual pizza as quickly as possible, while being given feedback by a manager. Aspiring pizza makers have five levels to pass before other players can rate their performance.

The app gives consumers the virtual experience of creating pizzas they end up buying – if players get hungry, the app’s ‘make an order’ tab allows customers to order from a local Domino’s straight from their iPad.

This is a great example of how Gamification can increase consumer engagement and link customers to a brand’s production process.