Domino’s Builds Loyalty with NASCAR Race Points Program

Domino’s Pizza is fueling up a new incentive for racing fans, offering a chance to earn points toward NASCAR-branded merchandise via the NASCAR Race Points loyalty program.

Consumers who buy $20 worth of Domino’s Pizza will receive 100 NASCAR RacePoints. Consumers save their box receipt and mail in their points slip. NASCAR RacePoints will be credited to members’ accounts.

Racing fans can rack up points to earn NASCAR merchandise, including apparel and hats or one-of-a-kind experiences. For example, 900 RacePoints will get fans a Dale Earnhardt, Jr. frosty mug, whereas 2,000 points will qualify fans for a Jimmie Johnson 2006 Pit cap. Fans who save up their points can qualify for the ultimate racing experience. For 150,000 RacePoints, die-hard fans can get behind the wheel and race against NASCAR drivers at NASCAR Park.

“Some things you just can’t buy,” said Jill Cooley, senior director of promotions and partnerships for Domino’s.

Domino’s involvement in the RacePoints program builds on the company’s existing relationship with the sport, which dates back to 2001. The Ann Arbor, MI-based chain has sponsored the Mike Waltrip No. 55 racing car since 2003. Domino’s kicked off its partnership with NASCAR RacePoints last month. The program is ongoing.

“We know among racing fans we are the favorite pizza place out there,” Domino’s Pizza CMO Ken Calwell said. “We want to build upon that and enlarge our lead. We are trying to find programs to target what that NASCAR fan is looking for.”

Consumers can join the NASCAR RacePoints program for free by registering online at NASCAR.com. Other participating partners in the program include AOL, Nextel, Jackson Hewitt, Goody’s, Enterprise and XM Satellite Radio.

Domino’s partnership builds a pattern of loyalty with Domino’s consumers and NASCAR fans, alike.

“[The program] gives us access to a new marketing base, as well as ongoing an loyalty program to create a pattern and habit of sales,” Cooley said.

TV spots, print ads and online materials support. Stoneacre Partners, Wakefield, MA, developed and manages the NASCAR RacePoints program.