![]() Less than a year later, Domino’s dropped Group 243 completely ( link). And then there’s the coupon for $1 off a Domino’s order on the last page of the game’s instruction manual.ĭespite Yo! Noid‘s release, the Noid’s act, like day-old breadsticks, started to become stale in the frenzied, ever-changing ad world. That didn’t prevent Domino’s from adding its recognizable company colors to the pizza boxes that mount up during the pizza-eating contests. The Domino’s name appears on the very first screen of the game. ![]() “The Domino’s name may appear on the packaging, but it won’t appear on the screen during the game,” Nickin said. He seemed adamant about the quality of the software, denying any overt advertising for Domino’s. Nickin claimed that Capcom took two years to develop the game, including seven months when eight programmers in Osaka worked. Norm Nickin, Domino’s director of marketing and corporate advertising, told Advertising Age that Domino’s would receive an undisclosed percentage of the game’s wholesale sales as a royalty fee. In the fall, half a million copies of Yo! Noid shipped to stores, retailing for $40. The ninja morphed into the Noid card battles became pizza-eating contests and the overall presentation took on a lighter, brighter, cheesier tone. Unlike California Raisins, Yo! Noid was not an entirely original game, but rather a graphically-modified version of a Family Computer title called Masked Ninja Hanamaru. Meanwhile, Capcom had been developing Sun-Maid’s California Raisins and Domino’s Yo! Noid video games simultaneously. Cool Spot, the sunglasses-wearing, red spot from the 7 Up logo, would beat out the competition by becoming the first corporate mascot to appear in his own Nintendo game that summer. Other food and drink companies were looking to cash in on similar marketing crazes at the time, as well. “We have found that children ages 6 to 12 are the Noid’s biggest fans.”ĭomino’s reported that an astounding 10 million merchandising Noid products had been sold by that point, everything from bendable toys to Halloween masks. “This is a great opportunity for us to focus on the audience that loves the Noid best,” Mike Raymond, divisional vice president of marketing for Domino’s, told Advertising Age. ![]() No longer obsessed with being a pest and wreaking mayhem, the now playful Noid raced children to piping hot Domino’s food. The next year, in February 1990, the Noid underwent an attitude makeover for Group 243’s “Yo! Domino’s” marketing campaign. Proofs-of-purchase from Domino’s pizza boxes could be redeemed for special discounts when ordering from the 800 number. These catalogs listed over 50 special interest VHS tapes, from Kathy Smith workouts to self-help videos, and various Nintendo games. Emmy, Emmy, a Los Angeles marketing company, made a deal with Domino’s to have its catalog come with every pizza delivery. Later that year, in November, Advertising Age announced that Capcom had signed an agreement with Domino’s to license the Noid character for an upcoming Nintendo video game.ĭomino’s had also begun looking into new revenue streams, like video catalogs. Reaching out to those younger fans, Domino’s released Avoid the Noid in 1989, a computer game in which you control a Domino’s delivery man on a mission to protect his pizzas from the invading Noids. The quirky mascot quickly became a hit, especially among kids. The Noid’s sole purpose in life was to ruin delivered pizzas by making them ice cold or squashing them with his Pizza Crusher.Ĭonsumers were urged to “Avoid the Noid” by ordering from Domino’s, which at the time guaranteed fast delivery in 30 minutes or less.ĭomino’s poured $5 million into the initial ad campaign, its biggest ever, running television spots during all of the hit prime-time shows at the time: Monday Night Football, MacGyver, and ALF.
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