Golden Treasure Pizza Promo Invites Customers to Find Lucky Numbers in their Toppings for a Chance to Win Year-Long Supply of Free Pizza
In a deliciously clever marketing move, Domino’s Pizza Malaysia has transformed their pizzas into vehicles of fortune, encouraging customers to see lucky numbers in their toppings for a chance to win a year’s supply of free pizza.
Launched in collaboration with Havas Malaysia on 7 February, the campaign centres around the brand’s innovative Golden Treasure Pizza – a festive offering that features a distinctive gold coin-shaped crust filled with molten cheese, specifically designed to capitalise on Chinese New Year celebrations.
The limited-edition pizza comes in three variants, each loaded with symbolically auspicious ingredients: salmon representing abundance, prawns for happiness, chicken signifying opportunities, and pineapple denoting prosperity – all carefully selected to resonate with traditional Chinese New Year sentiments.
What sets this campaign apart is its interactive element.
Rather than a conventional lucky draw, customers are invited to reimagine their pizza toppings as four lucky numbers, capture an image, note their chosen numbers on the photo, and share it on social media tagging Domino’s.
The brand will draw winning numbers using traditional auspicious methods throughout the five-week campaign period, with matching entries winning the coveted year-long pizza supply.
Linda Hassan, Chief Marketing Officer of Domino’s Pizza Malaysia, Singapore, and Cambodia explained the strategy, “We’re always looking for ways to bring our customers closer through great food and exciting experiences. With the Golden Treasure Pizza, we’re not only introducing a festive delight but also adding an element of fun and fortune.”
Donevan Chew, Chief Creative Officer of Havas Malaysia, highlighted the cultural significance, “Chinese New Year is all about luck, prosperity, and celebration, so we wanted to turn a simple lucky draw into an exciting, culturally resonant experience. By tapping into the tradition of lucky numbers, we created a fun and interactive way for Domino’s fans to engage with the brand while embracing the festive spirit.”
The campaign represents a clever fusion of product innovation, cultural sensitivity, and social media engagement – encouraging user-generated content while driving trial of the seasonal menu item through the prospect of winning a substantial prize.
Customers can participate in the promotion through Domino’s Pizza Malaysia’s Instagram page until mid-March 2025.
