Elaborate DOMINO'S app capitalizes on popularity of hit NETFLIX sci-fi show

Domino’s Pizza went to the Upside-Down and back in its effort to create a wildly elaborate online ordering app that ties into the heavily watched Netflix series “Stranger Things.” For starters, the app uses facial recognition to detect gestures that suggest individuals scanning the online menu have found an item that they’d be interested in purchasing. Domino’s is calling it “mind ordering”—a nod to the spooky psychokinetic experiments of the super-secret (but fictional) Hawkins National Laboratory where many of the “Stranger Things” plot lines unfold. Indeed, the menu items (plus an imaginative array of Easter eggs) are displayed in various places around a virtual rendering of the nefarious research center. The app was released in May, just ahead of the show’s fourth-season premiere. Netflix encouraged Domino’s to pull out all the stops and make the app as rich an experience as possible for users. Domino’s believes this app will be a winner for that reason but also because it will let the brand reach fans of the show via beloved elements of that show.