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Library/Campaign/Domino's Paving for Pizza
Grade B33 sourcesHIS-00122

Domino's Paving for Pizza

Campaign · 2018 · Notable

Made by CP+B · Source

48Editable slideCertificate

Domino’s reported 170,000 road repair nominations through November.

Domino's Pizza

@dominos · Jun 13, 2018

Potholes ruining your carryout 🍕🍕🍕 experience? Since flying cars aren't a thing yet, we invite you to nominate your town for a chance to be selected to receive funds for fixing potholes near you at pavingforpizza.com ht

38480
Post · @dominos on X
Don't Let Bad Potholes Ruin Good Pizza! Domino's Starts Paving for Pizza
Domino's Pizza / PR Newswire
Official campaign creative showing the pizza-box road condition simulator.
Domino's
Potholes ruining your carryout 🍕🍕🍕 experience? Since flying cars aren't a thing yet, we invite you to nominate your town for a chance to be selected to receive funds for fixing potholes near you at
@dominos on X
Huge Response Leads Domino's® to Extend Paving Grants to All 50 States
Domino's Pizza / PR Newswire
DOMINO'S - PAVING FOR PIZZA — BRIAN CARUSO
Brian Caruso
A Domino’s-branded road roller and crew at a Paving for Pizza repair.
Domino's Pizza / PR Newswire
People are asking Domino’s Pizza to fix Philly’s potholes
The Philadelphia Inquirer
The Inside Story of How Domino’s Got Its Advertising on Potholes
Vice / Motherboard
Via Portland Anarchist Road Care Facebook
Willamette Week
Domino’s Smooths the Customer Journey by Paving Roads
American Marketing Association / Marketing News
Cannes Lions: Outdoor winners 2019
Contagious

Spread Score

How it works
Reach53Contagion35Breadth70Velocity65Longevity948

Numbers

Traditional media impressions, June–November 2018
1.1B
Press · Self-reported · American Marketing Association / Marketing News
Peak date
Week of Jun 17, 2018
Jun 11 ’18 to Week of Jun 17, 2018
Platforms
4
Started on Open web
Origin
Mixed
Food & beverage

Mechanics

  • Real-world spectaclePrimary
  • Platform jump
  • Controversy
  • Press loop
  • Response chain
  • Political adoption

How it spread

Trace the origin

Domino’s launched a nomination site and TV ads after paving pilots. Residents asked for repairs on Twitter, and coverage and criticism followed. It expanded grants to all 50 states and reported 170,000 nominations through November; municipal repairs continued in 2019.

Dates use the stated precision; chart positions are date anchors.

Google searchesMar ’18JunJulAugOctFeb ’19MayOctDec ’20Feb ’22Apr ’23Feb ’24PeakOpen webXPressReddit
Open webXPressReddit

14 more events on this chart

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Timeline (17)

  1. June 2018

    Domino's seed · Jun 11 ’18

    Domino’s launched a site inviting customers to nominate towns for pothole repairs.[1][2][3]

    Don't Let Bad Potholes Ruin Good Pizza! Domino's Starts Paving for Pizza
    Open the first post ↗

  2. @FINK_BOMB platform jump · Jun 11 ’18

    @FINK_BOMB asked Domino’s to bring its road repairs to Philadelphia.[4]

    People are asking Domino’s Pizza to fix Philly’s potholes

  3. The Washington Post press · Jun 11 ’18

    The Washington Post covered the road repairs and criticism of corporate branding on public infrastructure.[5]

Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 1 number
  2. 2026-10-15Fact-check passed (39 claims)
  3. 2026-10-13Revised 1 event · Added 9 sources · Archived 9 sources · Revised 13 numbers · Added 2 evidence checks · Score 44 → 48
  4. 2026-10-12Added: 16 events, 24 sources · Score 44
Origin
Mixed
Sector
Food & beverage
Region
US
Traditional media impressions, June–November 2018
1.1B
Press · Self-reported · American Marketing Association / Marketing News
Evidence
Grade B

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· Source
Google searchesMar ’18JunJulAugOctFeb ’19MayOctDec ’20Feb ’22Apr ’23Feb ’24PeakOpen webXPressReddit
Open webXPressReddit

14 more events on this chart

Join free to see them

  1. June 2018

    Domino's seed · Jun 11 ’18

    Domino’s launched a site inviting customers to nominate towns for pothole repairs.[1][2][3]

    Don't Let Bad Potholes Ruin Good Pizza! Domino's Starts Paving for Pizza
    Open the first post ↗

  2. @FINK_BOMB platform jump · Jun 11 ’18

    @FINK_BOMB asked Domino’s to bring its road repairs to Philadelphia.[4]

    People are asking Domino’s Pizza to fix Philly’s potholes

  3. The Washington Post press · Jun 11 ’18

    The Washington Post covered the road repairs and criticism of corporate branding on public infrastructure.[5]

  1. platform jump · Jun 13 ’18

  2. owner response · Jun 13 ’18

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Why it worked

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