Domino’s Pizza Group, the leading pizza delivery company, has announced it has signed a two-year agreement to sponsor the TV show Hollyoaks from Monday 12 January 2015.
The multi-million pound partnership will see Domino’s branding visible around the broadcaster’s award winning, long-running drama across Channel 4, E4 and on demand platform 4oD.
The sponsorship idents will feature a fictional production crew filming on the set of Hollyoaks when they are interrupted by a delivery… “Who ordered Domino’s?”
Combining the Channel 4 broadcast with the First Look episode on E4, year to date Hollyoaks attracts an average audience of 2.3m viewers per episode, up +14% year-on-year, whilst regularly drawing the highest share of 16-34 year olds viewers to 6.30pm weekdays on Channel 4 and experiencing a record breaking year on E4. PC VoD views are up a significant +76% year-on-year with the series averaging 2.3m views a month.
Simon Wallis, sales & marketing director at Domino’s said: “Our long term sponsorship will see Domino’s Pizza dominate early evening TV viewing and ensure we are speaking to the heart of our core audience just when they are thinking about how to solve their hunger pains.
“Hollyoaks is giving us tremendous creative opportunities to ensure this partnership lives beyond the TV screen thus allowing us to play around with our unique tone of voice and develop targeted communications. We are excited to expand these further with Lime and Channel 4 over the coming months.”
Kay Tasker, group business director, Arena said: “The Hollyoaks sponsorship gives Domino’s access to wide audience who are engaged with and passionate about the show as well as being particularly digitally savvy. Online and mobile continue to be highly important for Domino’s and both are a key part of its growth plans. The Hollyoaks brand is unique and the audience continues to swell, so over two years we will also reach a new, even broader audience.”
