Dominos iPhone application

Dominos has a reputation for exploring and extending its order processing system. As well as their online ordering service they also had at different times ordering through WAP and interactive TV so it made sense that they roll out an application on the iPhone.
Dominos voucher gamefication
As you can probably imagine, its quite cumbersome. But there was one really nice touch. Post purchase, you have the chance of winning a voucher by putting a pizza in an oven, cooking it and then when it comes out blowing on it (over the iPhone mic). It adds a bit of gamefication to the process. It is a digital equivalent of a scratch card and not every play gives out a win.