Domino?s Pizza, still in the midst of a sweeping rebrand, is now using its loyalty program as an avenue to give back to its customers through giving away shares of its stock.

The radical innovation to the Piece of the Pie Rewards program began yesterday, and involves nothing more than participation within the program. The promotion also includes the rollout of a social media contest, in which select users who engage with the Domino?s brand can win up to $10,000.

Now, all Domino's Piece of the Pie Rewards members are eligible for a chance to win free shares of Domino's stock, just for being in the program. Each month, 25 lucky Piece of the Pie Rewards members will each be randomly selected to win 10 shares of Domino's stock, now through November 2017.

The winners are free to do with the shares what they wish, whether that be selling the shares at market price or using them to begin or contribute to a portfolio. 

The donation of shares to customers is an interesting semiotic transformation of Domino?s rewards program; those who decide to keep Domino?s stock within their portfolios will necessarily be invested in the success of Domino?s, and not merely from a brand perspective.

This cohort of winners could provide Domino?s with an investment opportunity themselves, as they could potentially serve as prepackaged brand ambassadors in future campaigns.

The rewards program shift is rolling out in a big way, with an analogous social media contest also underway. Piece of the Pie Rewards members will also have the chance to win a share of profits from real Domino's stores simply by showing their passion for pizza.

To enter, members must follow @Dominos and post a photo and caption on Instagram or Twitter using #PieceofthePieContest now through April 16, 2017. Domino's will reward 50 members with a $10,000 check, and 10 of those winners will receive a "super fan experience" trip to Domino's world headquarters in Ann Arbor, Michigan.

Socially-generated contests like these have been popular this holiday season. Bud Light took a page out of Roald Dahl?s classic by stashing gold cans in randomly selected packs, which lucky users can post on social media for a chance to win a pair of Super Bowl tickets for the rest of their lives (see story). 

And Dreft, Procter & Gamble?s line of detergent products for baby clothing, held a contest in which parents can unabashedly post photos of their baby?s messy moments to social media (see story).