Packaging as a social engagement tool. The hallowed Domino’s pizza box generates upward of 300 million media impressions per year. And remarkably, for about 35 years preceding the design of these boxes, about the only thing that a Domino’s box had on it was the logo. We took a decidedly more maximalist approach to this packaging redesign, which was strategically postioned as a cross between an analog social media campaign and a junk mail circular. Every square inch of the box was packed with elaborately designed touts for everything from the latest Domino’s Pizza Tracker skin, to new LTO offers, to brand storytelling, to social media CTAs. We also experimented with co-creating packaging with our Facebook fans through a packaging campaign called The Pizza Proverbs, where we challenged our customers to share their tidbits of pizza wit and wisdom, and vote for their favorites — which were then brought to life in a series of beautifully crafted scratchboard illustrations.