As of Monday, people who use one of TiVo's broadband-connected digital video recorders can order a pizza by using their remote controls to click "I want it" on the Domino's ad on their programming guide. TiVo subscribers can order the pie for deliver or pickup and track delivery timing. The pizza should arrive in about 30 minutes, according to Domino's.
"This is the first time in history that the on-demand generation will be able to fully experience couch commerce by ordering pizza directly through their television set," Rob Weisberg, VP of precision and print marketing at Domino's Pizza, said in a statement.
In battling increasing competition from cable operators and set-top manufacturers offering DVRs, TiVo has turned to offering a variety of services to advertisers through its programming guide and set-top box. "Joining forces with Domino’s Pizza creates an effective marketing and commerce tool for Domino’s while enhancing and further distinguishing TiVo as the ultimate way to watch TV with a closed-loop advertising experience," said Karen Bressner, senior VP of advertising sales at TiVo.
TiVo subscribers can set up user names and passwords on Dominos.com, which will enable them to place orders through their TVs using only an account number. Alternatively, people can enter their delivery address and build their pizza by selecting type of crust, toppings, and sauces. The order is sent to a local Domino's, and the user pays when the pizza is delivered.