Domino’s Brings Back Its $9.99 ‘Best Deal Ever’ for March Madness Push

In March Madness, Domino's is making sure that control over your pizza matters just as much as the final score.

The pizza chain has revived its “Best Deal Ever” promotion, allowing customers to build any pizza with any toppings for $9.99.

The offer pushes the brand's long-standing message that value only works if you actually get what you want.

This time, the company is wrapping that promise in a social-first campaign led by WorkInProgress, designed to feel more like a fan feed.

Instead of spotlighting a single celebrity meal, Domino’s is showcasing customer creations and letting people order those exact combinations for the first time.

Some of these customers happen to be high-profile names, but the pricing remains the same whether the order belongs to a college athlete or someone watching the game at home.

Notably, the campaign features college basketball stars Cameron and Cayden Boozer, JT Toppin, and Olivia Miles.

It also includes content creator Jesser, Olympic gymnast Jordan Chiles, influencer Courtney Cook, and "The Bachelorette" star Kelsey Anderson.

Across TV spots and digital clips, the brand highlights these personalized builds to show that the deal applies universally.

Overall, Domino's is flipping the script by making fans the heroes of the menu, straying away from your typical athlete endorsements that focus on one signature item.

It's a subtle but clear nod to how brand social media marketing now prioritizes participation over polish.

The promotion also expands beyond traditional advertising through a new partnership with "Friends Keep Secrets."

It's a podcast developed by and starring benny blanco, Dave Burd (also known as Lil Dicky), and Kristin Batalucco.

The show brings listeners inside Dave and Kristin’s home as they spend time with friends who happen to be well-known celebrities and musicians.

Throughout multiple brand moments in the series, the hosts use Domino’s Best Deal Ever to build their ideal pizza combinations on air.

This integration places the product inside unscripted conversations rather than isolating it in a commercial break.

Ultimately, it's a shift that matters for marketers because audio allows the brand to sit naturally in moments that feel candid.

In turn, this can strengthen brand recognition without heavy-handed messaging.

The March Madness timing also ensures the pizza chain remains culturally relevant. 

College basketball already drives group gatherings and food orders, allowing Domino’s to connect value, entertainment, and community in one coordinated push.

Domino’s Deal Revival is Textbook Social Media Marketing 

To the growth-focused brands, Domino’s offers a playbook in turning price promotions into participatory platforms. Here, we learn that:

• Value offers gain longevity when tied to customization, giving customers control rather than fixed bundles.
• Featuring real customer builds widens your brand's net of relevance and avoids exclusivity fatigue.
• Integrating products into entertainment formats can give your campaigns more exposure outside traditional ad slots.

In 2025, the brand earned $20.1 billion in global retail sales and ranked No. 220 on Fortune's list of America's Most Innovative Companies. 

Currently, it ranks seventh among the largest food chains in the U.S., with over 7,108 stores.

Our Take: Can Customization Carry a Fan-Led Effort?

Nobody wants to be told what to order anymore.

We want to build it ourselves, stack the toppings the way we like them, and feel like it’s ours.

Domino’s understands this and is working around this customer truth.

That's why it's actively spotlighting the freedom to make your personal choice at a fair price.

If the brand keeps anchoring big moments like March Madness to fun, customizable promos, it could turn a short-term deal into a durable and recurring growth engine.

Meanwhile, competitor Papa John's is planning to shut down 300 of its underperforming stores in North America by 2027 in a system reset. 

Brands building fan-led social campaigns often partner with agencies that know how to turn participation into momentum. Explore the top social media marketing agencies in our directory.