Dominos Pizza is rolling out a Facebook and AR campaign to launch a new Mexicano pizza range. The AR game element is powered by AR marketing specialists Blippar.

The Mexican-themed game is accessed through blipping the Dominos logo from the new Mexicano menu. Blipping simply describes the act of firing up the free Blippar app and holding the device up to the trigger content. 

Blipping launches a traditional Mexican piñata game, which players tap to release treats and Dominos prizes. Users can also access the Dominos mobile ordering app and the Facebook page through the blipped content. 

The campaign also featured a Facebook prelaunch on Wednesday, which allowed Facebook fans to order a discounted new pizza. 

Simon Wallis, sales and marketing director of Dominos Pizza, says: “Were always looking for fun, new ways to bring our latest campaigns to life in true Dominos style. The Facebook prelaunch and Facebook Offer deal will give pizza lovers a great reason to get their teeth into the new Mexicano range first, while the Blippar piñata game enables us to engage with pizza lovers directly off our menus and encourage them to download our app.”