The campaign, called "Think outside the box", encourages Domino's customers to think of new ways to recycle their used pizza box and upload their short video ideas on to the pizza company's MySpace TV , to be rated by other viewers.
In return for posting their video, Domino's customers are given a code that they must post on the Domino's Pizza MySpace blog. The two clips rated most creative and funniest will win the posters a 24" iMac and 10 tickets to the Comedy Store.
Domino's Pizza has chosen a selection of launch films to encourage other posters, and will support the campaign on MySpace, Sky.com, on Domino's Pizza boxes and through the Blyk ad-funded mobile targeting network.
The campaign follows BLM Quantum's social media work for Domino's Pizza last autumn through massively multiplayer game 'Second Life', which invited users to order virtual pizzas in return for money-off vouchers.
Dan Clays, managing director of BLM Quantum, said: "Tackling such an important issue as recycling in an upfront, engaging and fun way gets the message home to a switched-on, green-conscious target audience."