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06/08/2021

Domino’s says interact with the ‘Noid’ – via NFT

Dan Berthiaume
Senior Editor, Technology
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Domino’s Pizza doesn’t want consumers to “avoid the Noid”; it wants them to purchase non-fungible tokens (NFTs) based on his antics.

The largest global pizza chain based on sales is entering the NFT marketplace. NFTs are unique digital assets stored on a blockchain ledger that certifies the owner. There is no way for an NFT to have more than one owner, and only the certified owner can sell it. In recent months, NFTs have experienced a dramatic surge in popularity, with e-commerce platforms including eBay and Shopify permitting their purchase and sale.

Recently, Domino’s launched a TV advertising campaign reviving the “Noid,” a cartoon villain featured in its promotions in the 1980s and ‘90s. For a limited time, the retailer is now selling one-of-a-kind NFT images based on tools the Noid uses in the new commercials, such as a “Pizza Crusher” and “Noid Balloon Blockade.”

The Noid-themed NFTs will be sold over the course of a 14-day auction, in what Domino’s says is a scheme by the Noid to fund “future schemes.” As part of the promotion, Domino’s is humorously asking customers to “please don't buy them.” The company is also strongly hinting the Noid will soon appear on the TikTok short video platform.

"We saw the Noid fans on Twitter asking how they could get a Pizza Crusher. We get it, it looks pretty fun," said Kate Trumbull, Domino's VP of advertising. "But who knows what pesky ideas the Noid will be able to fund with the proceeds from the NFT sale? It's just best that everyone steers clear."

Domino’s Pizza operates a global enterprise of more than 17,800 stores in over 90 markets.