Domino’s all-emoji tweets grab attention

The eye-catching turn was a promotion for a new, Twitter-based pizza ordering option.

If you follow the Domino’s Twtitter feed, you probably noticed something different this week. The brand was sending out tweets using only pizza emojis.

The tweets appeared to be the same character length as words, and form pizza sentences, complete with punctuation marks.

Here’s a sample:

Then, the brand responded to hundreds of replies and questions, which AdWeek captured here.

OK—so, what was up?

It turns out the brand was promoting a new option that will enable users to hook up their Twitter account to their Domino’s account and order their favorite pizza with a simple emoji on Twitter.

This sounds like something the marketing team suggested as a joke in brainstorm session, which was followed by laughter, silence, and then someone saying something like, “Actually, that’s kind of brilliant.”

“It’s the epitome of convenience,” CEO Patrick Doyle told USA Today. “We’ve got this down to a five-second exchange.”

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