Domino's is on a roll with their customers. First, the rebrand of the entire company, next the spoofs and jabs at their failures from the past, then a humorous take on their new Artisan pizzas, and now: Pizza Hero.
There's a certain level of respect you have to have for a company that understands their consumer's desire to "play." Their microsite Pizza Tracker was a huge success, letting users reskin their page with themed announcements as their pizza went through the delivery process. By adding a gaming component to their arsenal, they're beginning to come full circle with their proclamation: "Oh yes we did."
Fun is an aspect of food service that is often overlooked. Quality should obviously come first, followed closely by service, but the differentiating factor in all restaurants is atmosphere and/or fun. Since Domino's relies (for the most part) on delivery, taking the fun into their customer's homes (TV) and their hands (iPad) is one of the smartest moves we've seen yet.