I tried ordering pizza with my mind on the new Domino's 'Stranger Things' app. Despite some glitches, it worked and was really fun.

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Gabrielle BienaszMay 28, 2022, 18:21 IST
I tried ordering pizza with my mind on the new Domino's 'Stranger Things' app. Despite some glitches, it worked and was really fun.

Levitating pizza boxes with my "mind."Courtesy company

  • Domino's and Netflix released an app to celebrate season four of "Stranger Things," which premiered Friday.
  • The app reads facial gestures to help you "order pizza with your mind" like Eleven, the telekinetic character in the show.
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Domino's and Netflix released an app to commemorate the fourth season of 'Stranger Things,' the 1980s-era horror fantasy show that follows a group of youngsters around Hawkins, Indiana.

Domino's and Netflix released an app to commemorate the fourth season of 'Stranger Things,' the 1980s-era horror fantasy show that follows a group of youngsters around Hawkins, Indiana.
Gaten Matarazzo, Joe Keery, Sadie Sink, and Maya Hawke in "Stranger Things 4."Netflix

In 'Stranger Things,' the kids fight monsters like the Demogorgon that come from an alternate universe known as the "Upside Down."

In 'Stranger Things,' the kids fight monsters like the Demogorgon that come from an alternate universe known as the "Upside Down."
The demogorgon makes another appearance in "Stranger Things 4."Netflix
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Perhaps to drum up interest in the show’s fourth season (its fifth will be its last) Domino’s and Netflix partnered to create an experience where you “order pizza with your mind.”

Perhaps to drum up interest in the show’s fourth season (its fifth will be its last) Domino’s and Netflix partnered to create an experience where you “order pizza with your mind.”
Ordering pizza with your mind.Courtesy company

Season four began streaming on Netflix Friday. Source: Insider.

For Stranger Things fans, this will be no surprise. One of the main characters, Eleven or Jane, can perform telekinesis and has psychic powers.

For Stranger Things fans, this will be no surprise. One of the main characters, Eleven or Jane, can perform telekinesis and has psychic powers.
Netflix
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Domino's used two characters, Dustin and Lucas, for a promotional video on mind-ordering. It references bike riding as a big theme in the show, said Kate Trumbull, Domino's executive and 'Stranger Things' fan who worked on the promotion.

Domino's used two characters, Dustin and Lucas, for a promotional video on mind-ordering. It references bike riding as a big theme in the show, said Kate Trumbull, Domino's executive and 'Stranger Things' fan who worked on the promotion.
Dustin Henderson riding his bike in the Domino's promotional video.Courtesy company.

Trumbull is Domino's senior vice president of brand and product innovation (and a "Stranger Things" fan).

Trumbull said that the video was so realistic, fans asked if it was a deleted scene from the show. She also hinted that the newest season (now streaming) "there will be a theme around pizza."

Trumbull said that the video was so realistic, fans asked if it was a deleted scene from the show. She also hinted that the newest season (now streaming) "there will be a theme around pizza."
Dustin and Lucas in the promotional video for Domino's x "Stranger Things."Courtesy company
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I decided to give it a try.

I decided to give it a try.
Showing off the "mind ordering" app.Courtesy company

Before you can test the mind ordering app, you have to make a “Pizza Profile,” and save an “Easy Order.”

Before you can test the mind ordering app, you have to make a “Pizza Profile,” and save an “Easy Order.”
The app where you make an account.Courtesy company
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I assumed you could do that just in the app. But after downloading it, I found out the only way you can save an Easy Order is to actually order something.

I assumed you could do that just in the app. But after downloading it, I found out the only way you can save an Easy Order is to actually order something.
The easy order setup.Courtesy company

It felt a little scam-y to me. Trumbull said that they provide a 20% off coupon through the mind ordering app, and that Easy Orders are the "foundation" of its various order embeds, like ordering a pizza through Google Home.

It felt a little scam-y to me. Trumbull said that they provide a 20% off coupon through the mind ordering app, and that Easy Orders are the "foundation" of its various order embeds, like ordering a pizza through Google Home.
Gotham Pizza were told to pay $175,000 to 10 employees.AP
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The show must go on. So, I ordered a pizza and saved it as an Easy Order. It came in 27 minutes, and it was delicious.

The show must go on. So, I ordered a pizza and saved it as an Easy Order. It came in 27 minutes, and it was delicious.
The pizza delivery.Gabrielle Bienasz

Then I learned the Easy Order doesn't connect to the mind-ordering app unless you save your Easy Order (via ordering something!) with a method that is not PayPal (which I had chosen).

Then I learned the Easy Order doesn't connect to the mind-ordering app unless you save your Easy Order (via ordering something!) with a method that is not PayPal (which I had chosen).
Hit a wall trying to Easy Order when I saved my payment method as PayPal.Courtesy company
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So, I had to order another pizza the next day and save my debit card as the payment method in order to properly test the “mind ordering.” To Domino’s credit, it was covered in the FAQs when I went to troubleshoot.

So, I had to order another pizza the next day and save my debit card as the payment method in order to properly test the “mind ordering.” To Domino’s credit, it was covered in the FAQs when I went to troubleshoot.
Asking the frequently asked questions.Courtesy company

Trumbull said she hasn't heard this is a big issue.

So, here's how it works. You download a separate app called "Domino's Mind Ordering"

So, here's how it works. You download a separate app called "Domino's Mind Ordering"
Domino's and Netflix's "Stranger Things" collaboration.Courtesy company
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I saw on the App store that it has some bad reviews. "Cool idea but poorly executed," one user wrote. Another cited "massive" battery drain.

I saw on the App store that it has some bad reviews. "Cool idea but poorly executed," one user wrote. Another cited "massive" battery drain.
BigTunaOnline/Shutterstock

(Trumbull said the feedback they have gotten so far has been "overwhelmingly positive.")

When you first open the app, you have to download the software. It took several minutes, which might derail a lot of consumers. You only have to do that once, though.

When you first open the app, you have to download the software. It took several minutes, which might derail a lot of consumers. You only have to do that once, though.
WiFi is recommended, as is a little patience.Courtesy company

"There's so much tech behind this app," Trumbull said. "We did have conversations about how do you make the load faster because no one has any patience in this world."

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But it felt worth it when the app got going. The beginning looks and sounds exactly like the 'Stranger Things' title sequence, and the graphics are beautiful.

But it felt worth it when the app got going. The beginning looks and sounds exactly like the 'Stranger Things' title sequence, and the graphics are beautiful.
Domino's mind ordering pizzaCourtesy company

Source: YouTube.

It advises you to put on headphones (sound doesn't work without it).

It advises you to put on headphones (sound doesn't work without it).
Getting ready to order pizza with my mind with Domino's.Courtesy company

You can also test it with subtitles or in the "accessible mode," which says it works with assistive technologies. In that mode, you can also tap the screen to play the game instead of just using your face.

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The app then tells you to hold your phone up, and you're transported to a low-fi TV room (like from the 1980s).

The app then tells you to hold your phone up, and you're transported to a low-fi TV room (like from the 1980s).
Entering the Stranger-Things-Domino's-VerseCourtesy company

A female voice says, “I’m Dr. Heald. I’m going to guide you through today’s experiment.”

A female voice says, “I’m Dr. Heald. I’m going to guide you through today’s experiment.”
Entering the labCourtesy company
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"Dr. Heald" is a proxy for the scary people who work at the the fictionalized laboratory in Hawkins, where the government experiments with the "Upside Down" and at the beginning, essentially tortures kidnapped psychic and telekinetic power child, Eleven.

"Dr. Heald" is a proxy for the scary people who work at the the fictionalized laboratory in Hawkins, where the government experiments with the "Upside Down" and at the beginning, essentially tortures kidnapped psychic and telekinetic power child, Eleven.
Netflix

The doctor is not meant to be a specific character in the show, Trumbull said.

Heald walks you through a "case file" about telekinetic people and gives you instructions for how to do telekinesis. "Make sure to memorize this information or the entire experiment will be at risk," she warns.

Heald walks you through a "case file" about telekinetic people and gives you instructions for how to do telekinesis. "Make sure to memorize this information or the entire experiment will be at risk," she warns.
Teaching telekinesis with Domino's.Courtesy company
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The app measures your eye movements and facial gestures. You stare to focus on an object, then nod your head to move it up. To release, you flick your head to the left. It's roughly how Eleven does it on the show.

The app measures your eye movements and facial gestures. You stare to focus on an object, then nod your head to move it up. To release, you flick your head to the left. It's roughly how Eleven does it on the show.
Learning telekinesis.Courtesy company

You then practice on a Magic 8 ball, which is actually super-helpful. The ball is a reference to a season four teaser.

You then practice on a Magic 8 ball, which is actually super-helpful. The ball is a reference to a season four teaser.
Signs point to yes!Courtesy company

Source: iHorror.

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The craziest part about it is the phone can actually tell when you’re focusing your eyes.

The craziest part about it is the phone can actually tell when you’re focusing your eyes.
Stranger things in the faux-Hawkins labCourtesy company

After the instructional section, the proper "experiment" begins in a poorly lit, classic government interrogation Hawkins National Laboratory room. The music and graphics are realistic and spooky.

After the instructional section, the proper "experiment" begins in a poorly lit, classic government interrogation Hawkins National Laboratory room. The music and graphics are realistic and spooky.
Hawkins National Laboratory, with pizza.Courtesy company
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It also asks you if you want to order "for fun" or actually try to do an order. They're pretty much the same, as far as the experience goes. I chose "place real order."

It also asks you if you want to order "for fun" or actually try to do an order. They're pretty much the same, as far as the experience goes. I chose "place real order."
What will you choose?Courtesy company

(I had finally gotten my PayPal situation fixed.)

They actually did the filming for this on the real set of 'Stranger Things,' Trumbull told Insider. "It was pretty creepy," she said.

They actually did the filming for this on the real set of 'Stranger Things,' Trumbull told Insider. "It was pretty creepy," she said.
Hanging lab coats at HawkinsCourtesy company
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There are a lot of references to the show that are more or less obvious, and you can move many of them with "telekinesis." The ones you can move objects jump a little to indicate they are "lift"-able.

There are a lot of references to the show that are more or less obvious, and you can move many of them with "telekinesis." The ones you can move objects jump a little to indicate they are "lift"-able.
Jumping walkie-talkies, "Stranger Things"-style.Courtesy company.

If you psychically lift the walkie-talkie, you can listen to a conversation between characters Dustin and Lucas. They use these devices a lot while running around Hawkins.

There's Dungeons & Dragon dice, for example. A D&D game starts off season one and pops up throughout the show.

There's Dungeons & Dragon dice, for example. A D&D game starts off season one and pops up throughout the show.
It all started with one fateful D&D game...Courtesy company
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The "telekinesis" actually works. It took me a few tries, but then I could eventually "levitate" objects in the room fairly easily. I did feel a bit powerful like Eleven, crushing coke cans!

The "telekinesis" actually works. It took me a few tries, but then I could eventually "levitate" objects in the room fairly easily. I did feel a bit powerful like Eleven, crushing coke cans!
Crushing coke cans with my "mind."Courtesy company

Coke has done product placement with the show. Source: Polygon.

At some point, Heald will advise you to get on with the crux of the experience: levitating the pizza box to order the pizza. "We don't have all day. Focus on the pizza box to begin," she says.

At some point, Heald will advise you to get on with the crux of the experience: levitating the pizza box to order the pizza. "We don't have all day. Focus on the pizza box to begin," she says.
A fictional Domino's pizza box.Courtesy company
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After levitating the pizza box, it opens. "The box is empty, but you have the power to change that. Focus on the pizza box to continue," Heald says.

After levitating the pizza box, it opens. "The box is empty, but you have the power to change that. Focus on the pizza box to continue," Heald says.
Open pizza box, but empty.. What could happen next?Courtesy company

Once you do, the pizza box lifts up again. "Very good… Keep focusing!" she says. The music also ramps up.

Once you do, the pizza box lifts up again. "Very good… Keep focusing!" she says. The music also ramps up.
A shaking, psychically levitating pizza box.Courtesy company
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"You're ready now, close your eyes and concentrate," Heald says. I immediately obeyed, and the phone vibrated, which was wild. It knew I had closed my eyes! Then, she tells you to picture your order in your head while your eyes are closed.

"You're ready now, close your eyes and concentrate," Heald says. I immediately obeyed, and the phone vibrated, which was wild. It knew I had closed my eyes! Then, she tells you to picture your order in your head while your eyes are closed.
Levitating pizza boxes with my "mind."Courtesy company

Then, the screen goes black, and you’re in an 80s-style living room.

Then, the screen goes black, and you’re in an 80s-style living room.
The old-fashioned living rom where you go to complete your order.Courtesy company
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Your order and address from your Easy Order profile appear on screen.

Your order and address from your Easy Order profile appear on screen.
My hard-won Easy Order on the screen in the app.Courtesy company

"You've made a mental connection to Domino's. You just need to confirm your order," by staring, she says. So, I stared..

"You've made a mental connection to Domino's. You just need to confirm your order," by staring, she says. So, I stared..
Concentrating, concentrating...Courtesy company
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It worked. I had officially "ordered pizza with my mind."

It worked. I had officially "ordered pizza with my mind."
Pizza ordered!Courtesy company

It didn’t taste any different.

It didn’t taste any different.
Pizza ordered with mind.Gabrielle Bienasz
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After you finish the "ordering for fun" section," you end up back in the room, which randomly turns into the Upside Down like it does for Will in his flashbacks in season two, which was another fun reference.

After you finish the "ordering for fun" section," you end up back in the room, which randomly turns into the Upside Down like it does for Will in his flashbacks in season two, which was another fun reference.
I ended up in the Upside Down!Courtesy company

For superfans, this is a delightful little experience. If I hadn't binged YouTube recaps, I am not sure I would have known what was going on. However, it worked pretty well, all things considered.

For superfans, this is a delightful little experience. If I hadn't binged YouTube recaps, I am not sure I would have known what was going on. However, it worked pretty well, all things considered.
The TV in the experiment room turns into the famed Domino's pizza tracker after you place an order and get sent back here.Courtesy company
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On my third pizza order, I noticed the box said "limited edition 80s" box, which is kind of fun!

On my third pizza order, I noticed the box said "limited edition 80s" box, which is kind of fun!
80s retro pizza box.Gabrielle Bienasz

I had fun doing this, and I know at least one person is excited. "I think it's awesome. I'm going to get the app," Joe Chrest, who plays Ted Wheeler in 'Stranger Things,' told me in a phone interview earlier this week.

I had fun doing this, and I know at least one person is excited. "I think it's awesome. I'm going to get the app," Joe Chrest, who plays Ted Wheeler in 'Stranger Things,' told me in a phone interview earlier this week.
Joe Chrest.courtesy subject
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