Domino’s becomes a trending keyword in the Taiwan 2025 World Baseball Classic
Taipei Taipei: Leveraging sporting events for marketing is a key strategy for brands to increase their visibility. Examples include the Super Bowl in the United States and the FIFA World Cup, held every four years. This year, during the World Baseball Classic Qualifier (WBCQ), Domino’s Taiwan responded quickly to social media trends with a series of engaging marketing campaigns. As a result, the brand successfully increased its popularity and emerged as one of the most talked-about corporate brands during the tournament period.
Domino’s responds quickly to fans’ requests, logo redesign sends social media into a frenzy in Taiwan
Baseball is a national obsession in Taiwan, where fans use various traditions to wish their team victory. During this year’s World Baseball Classic qualifiers in Taipei, some fans noticed that the Domino’s logo displayed on the stadium wall, which was displayed due to the brand’s sponsorship, resembled dice showing 1 and 2, which they believed could adversely affect the pace of the game. As a result, fans suggested changing the logo to the number 6, a symbol of victory, to bring good luck in the crucial match that determines qualification.
While the logo in the stadium could not be changed, Domino’s promptly responded to fans’ requests on social media by updating its profile picture to two dice showing 6. The post not only received over 30,000 likes, but also became a topic of discussion on Taiwan’s major discussion forums. Several media outlets picked up the story, further fueling the discussion with multiple reports.
Domino’s Taiwan CEO holds rally at stadium – final score turns out to be 6!
Domino’s Taiwan not only updated its social media profile picture, but CEO Ben Oborn took the support one step further by bringing the newly designed logo featuring six baseballs to the stadium. Domino’s also unveiled a limited-edition “Rolled a 6” pizza box, which quickly became a major attraction outside the stadium.
