‘Red or Black?’ will be hosted by ITV regulars Ant and Dec and will give contestants the chance to walk away with £1m, or nothing at all, every night over a week.
In addition to a broadcast presence, Domino’s Pizza’s fully integrated sponsorship package, planned and bought by Arena Media, will include online, interactive, mobile and off-air activation.
The programme will show how the final eight contestants started off in a crowd of thousands at Wembley Arena, before playing outdoor challenges in their local areas, and then reaching the live studio for the final contest.
Domino’s Pizza has regularly used high-profile TV sponsorships as a key ingredient of its marketing activity and was the headline sponsor of the Syco TV-produced ‘Britain’s Got Talent’ between 2008 and 2010.
Simon Wallis, sales and marketing director at Domino’s, said: "With its fast-paced, edge-of-your-seat format, we know that viewers are going to be glued to their screens and, while they’re deciding red or black at home, we want them to be tucking into a Domino’s Pizza.
"The home is our point of sale, so unmissable TV events such as 'Red or Black?' create an ideal time for a product, such as pizza, that’s made for sharing – and because we deliver, there’s no need to miss a minute of the action."
ITV recently reorganised its sales team as part of a push to work more collaboratively with advertisers. Simon Daglish, director of multi-platforms and partnerships at ITV, said the partnership was a "great example of how ITV wants to work with its customers in the future".
Daglish said: "This partnership has allowed ITV to work alongside Domino's and develop a multiplatform solution that will help deliver their marketing objectives across a range of touch points with the consumer."
This article was first published on mediaweek.co.uk