When is a fast-food company also a streaming film outlet? When it offers customers both at the same time online. In UK, Domino’s has launched what it’s calling Pizza Box Office, an initiative giving online pizza orderers their choice of complementary movie streamed to PC, Mac or tablet. The initiative is designed to incentivise ecommerce orders and illustrates how digital movies, like music tracks before them, can now be used as the auxiliary content of wider marketing campaigns.
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