By resurrecting the Noid, a character initially tasked with preventing the chain from keeping its promise to deliver pizza in 30 minutes or less, Domino’s is capitalizing on an ongoing wave of consumer nostalgia for ’80s pop culture. In the Avoid the Noid campaign, the mascot’s purpose has been modified. It’s now being used to take into mind trends specific to the past couple of years, such as autonomous delivery and mobile gaming. Two technological fields that are gaining popularity in light of the coronavirus outbreak. The earliest incarnation of the bunny-eared icon was created in the Claymation style by Will Vinton Studios, also known for bringing the California Raisins to life. In the meantime, the brand mascot’s bunny-eared icon’s appearance has undergone a digital makeover.
The Noid Brand Strikes Back
Other themes remain the same even if the Noid is returning on other channels that weren’t around when it first ran. The first Noid debuted during the heyday of arcade gaming and the early console mania. As such, it was similarly marketed around video games. In the end, two video games featuring the character were created: Yo! Noid and Avoid the Noid. As part of in-game cooperation for King’s Crash Bandicoot: On the Run! game, the Noid will now make an appearance in an established property. In the mobile game, users will also have access to pizza-themed skins for their avatars.
Dominos the Noid: Consumer Branding & The Face of Online Ordering
The improved Noid is receiving a full-court press on TV, mobile, and social media. This illustrates how Domino’s is attempting to stand out when it comes to delivery. The company invested in internal skills that put it ahead of competitors as consumers shifted increasingly toward mobile and online ordering. The company was early to prioritize the channel. However, the pandemic has made delivery a necessity for quick-service restaurants, and to stay competitive, rivals are turning to third-party services like DoorDash, Grubhub, and UberEats.
As COVID-19 increases the demand for contactless solutions, Domino’s is taking a chance at autonomous delivery taking off in a significant way. The chain started a self-driving experiment earlier this month in Houston using Nuro’s R2 service. Customers in specific neighborhoods can select to have their pizza delivered by unmanned vehicles while placing an online order. The Domino’s app allows for order tracking and PIN code unlocking.
The History of The Avoid the Noid Brand
Many customers might not know why Domino’s retired the Noid in the first place. The Noid persona gained notoriety after a troubled man by the name of Kenneth Lamar Noid kidnapped workers at a Georgia retail location in the late 1980s and held them at gunpoint, believing that the Noid advertising was in some manner parodying or inspired by him. After the incident, Domino’s continued to use the mascot but retired the company after Noid died by suicide in 1995.
The Noid’s return coincides with Domino’s shifting creative approach. In January, independent firm WorkInProgress replaced Crispin Porter Bogusky (CPB) after 13 years. Former CPB staffers who spent more than six years working on Domino’s account created the Colorado-based WorkInProgress. One of Art D’Elia’s first significant actions following his appointment in August was an AOR switch-up.
The Return of the Noid Brand Due to the Changing Landscape
It’s not surprising Domino would bring the Noid back in a digital reincarnation for their delivery services. The digital presence of nearly every company makes nostalgia marketing and branding more powerful. When was the last time you saw a phone book? This leads us to people ordering food from their phones. Half of this time choosing where to order from takes up a lot of time. This is where an online presence and something like the Noid come in handy.
Success factors for companies like Domino’s, Pizza Hut, and Papa John’s include a number of them. Contact us at Web Content Development to find out more about a brand strategy that can make you stand out in today’s crowded market.
