On Tuesday, Domino's flooded its Twitter feed with a heap of tweets written almost completely in pizza emojis. They looked like sentences. They were even punctuated. Not only that, but Domino's had the gusto to respond to people curious about the stunt with—what else?—pizza emoji-filled tweets.
Perplexing? Sure. Annoying? A little. A promotion? Of course.
Starting May 20, Domino's customers will be able to order pizza via Twitter. You can hook up your Twitter to your online Domino's account, and with a quick pizza emoji tweet at the brand, you'll have an order on the way.
So, what better way to promote this than to confuse one's consumers? Lots of people seemed to get into it, though, and JCPenney even briefly joined in the emoji-only banter.
"We wanted to start a conversation about why Domino's has gone emoji crazy in the lead-up to the emoji announcement," says Matt Talbot, vp and creative director of Crispin Porter + Bogusky, the agency that handles Domino's creative business. He explained that the tweets were modeled after real tweets the brand usually sends to customers.
"There's no decoder machine to work back to the true answer of the text, though," he said.
Check out more from the the pizza emoji takeover below.