Case Study
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Domino's Pizza and Britain's Got Talent

At a time when the sponsorship of ITV's flagship show, Britain's Got Talent, had matured into its second year, the decision to run a competition to create the official pizza for 2010 was initiated. Several channels offered a route for exploitation but one was a clear favourite. With the opportunity for rich data going begging, that could be exploited at a later stage, CHS knew exactly what to do.

The brief

Create the 2010 Britain's Got Talent competition entry site and voting microsite along with supporting digital collateral.

The solution

CHS initially set about creating a competition entry site. Designed and bult in Flash, it automatically allowed the bar to be raised from the previous year's execution in terms of both creativity and security.

Once the competition site had been put to bed, the voting site (which allowed people to vote from the shortlisted entries) was created in html.

The results

Speak for themselves:

Competiton entry site

With a target level of entries set at approximately 5,000 - the client expectations were well and truly surpassed.

From April to June, the site saw a fantastic number of visitors (given the limited amount of exposure) - peeking with the broadcast of the emails and the distribution of the associated banner ads.

  • Total visits: 100,683
  • Total unique visitors: 80,801
  • Total competition entries: circa 33,500
  • Unique emails captured: circa 28,500
Voting microsite

With the site only open for 1 month, it was important to gain a high level of visibility from the outset and visitors started coming to the site as soon as the banner was placed on the Domino's homepage.

  • Total visits: 74,897
  • Total unique: 64,989
  • Total votes: 33,544
  • Unique emails captured: 31,425
  • Unique emails with opt in: 24,248