Mar 132013

Just one week following the launch of the Miku x Domino’s promotional campaign, a couple of the company executives (pictured above) agreed to sit down for an interview to comment on the success of the campaign. The word “successful” doesn’t even begin to describe the level of feedback incurred by the promotion.

The most important question of the interview was on the popularity of the campaign, and which regions showed the most activity. Mr. Karasawa commented that the campaign caused an increase in demand much higher than they anticipated, as much as 10X in some regions (with Akihabara ranking the highest, unsurprisingly). The company has had to quickly ramp up Miku pizza box production to meet the demand.

The next question highlight was on Domino’s decision to use Hatsune Miku in their promotion. Mr. Karasawa commented to say that the most popular demographic of their company within Japan has always been young adults in their late teens and early twenties. Over the past decade, the number of orders being placed online has skyrocketed.

Based on these observations, Hatsune Miku seemed like the perfect choice for appealing to their target demographic. Perhaps too perfect, as the company just can’t seem to keep up with the demand.

The company had also intentionally planned to have the promotion ready in time for Miku Day (3/9). On that day, there was a special coupon usable within the Miku Domino’s app that gave you 34% off of your order. Combined with the 5% discount of ordering online, this gave a total of 39% off the entire purchase.

The pizza boxes and app weren’t the only special aspect of the promotion, as Domino’s had also equipped a few of their delivery scooters with Miku-themed decor. Only a few of these were produced, so you’d be pretty lucky to see one of these rolling up to deliver your order. I wonder if the company would consider selling them once the promotion ends?

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About jrharbort
A Hatsune Miku fan since December 2007, jrharbort joined as the Head Writer in October 2011, and enjoys sharing news with other fans around the world. You can follow him on Twitter at @jrharbort!
  • Todd

    This is fantastic news. I’m so glad Miku is able to do this for companies.

  • Faux Pas

    Everything Miku touches becomes successful (^ ^)!

  • Cosmoman

    Miku Powa!! It won’t be long until she Mikufied all The World!!

  • L002

    Ha Ha Ha Ha, how nostalgic. This reminds me of years ago when Japan sold cheaply made cars to America and America’s economy suffered. This is obviously a reverse version; America’s comeback. Now Domino’s American president is getting rich, Otakus will pay a fortune for stuff like this. He should have done this sooner, he would have been the next Bill Gates the moment when Hatsune Miku came out.

    Japan’s economy is already horrible, I can’t imagine what will Japan will be like the moment when Japan will have a worse economy.

  • @L002: I’m not sure where you hear Japan’s economy was going horrible. They were among one of the few countries to remain almost unaffected by the global economic problems. They did have some troubles in 2011~2012, but they’ve quickly turned it around in just the past few months.

  • Faux Pas

    @L002: I’m not sure what “cheap cars” you are referring to. Hondas and Toyotas were so successful when introduced here in the ’70s that domestic manufacturers hated them and tried to have steep tariffs imposed to make them less competitive, among other gimmicks. I agree that the Japanese economy isn’t all that great; they’ve got an enormous budget deficit though it usually stays low on the radar. Anyway, the success Miku is generating for Domino’s is mainly benefiting Japan and the Japanese Domino’s company. If you follow the money you’ll see it mostly stays in the local market. I say congratulations Japan Domino’s, and more power to you!