Get rewarded for eating any pizza, even if it’s not Domino’s.

It wouldn’t have been possible for Domino’s to climb to being the #1 pizza company in the world If they lacked an unrivaled obsession for pizza. To prove to the world how much they love any and all pizza and their customers’ love for any and all pizza (plus, to get app downloads and new loyalty program sign-ups), we launched Points for Pies.

It used AI to recognize any pizza in front of you and award you Domino’s Piece of the Pie Rewards points. Users could earn an entire free Domino’s pizza by scanning other pies. To let people know, we filmed Domino’s very own CEO eating his favorite pizza at his favorite pizza place—which in all honesty, wasn’t Domino’s.