Ten Milli in Free Pizza, Courtesy of Dominos and Lil Wayne

Giveaways are a staple in big-brand marketing, offering a cost-effective way to boost brand awareness and encourage product trials. Sometimes these giveaways are part of major marketing campaigns, featuring a few select items. Such strategies are ideal when a brand needs maximum visibility. On the other hand, broader giveaways can lead to higher expenses, but they also attract more new customers. The effectiveness of a giveaway ultimately depends on how much a brand is willing to invest for publicity.

So, how about $10 million?

Domino’s, one of America’s largest pizza chains, is no stranger to significant marketing spends. Even for a giant like Domino’s, $10 million is a substantial amount, which is why they’re ensuring every dollar counts. Their “10 Milli” campaign, in partnership with Uber Eats, one of the leading food delivery apps, promises to make a big splash. The campaign offers one free pizza per week to any account that orders, up to a total of $10 million in free pizzas. To amplify this promotion, they enlisted Lil Wayne to be the spokesperson, who even remixed his 2008 hit “A Milli” to “10 Milli.”

This powerhouse campaign combines a massive giveaway, a strategic brand partnership, and the star power of a hip hop icon. The result? A dynamic initiative that’s set to attract new fans to both Domino’s and Uber Eats. Fans of either brand, along with millions of Lil Wayne’s followers, are now aware of the chance to score free pizza, making this deal irresistibly attractive. Domino’s and Uber Eats have demonstrated a masterful approach to brand partnerships, maximizing their collaboration for mutual benefit. So, get ready to grab a slice of that 10 Milli!