Consumer engagement - brilliant strategy from Domino's?

It seems that Domino's Pizza has figured out a brilliant way to engage with iPad owners. The company has developed an iPad app that allows consumers to create virtual pizzas on screen and then order their creations and have them delivered: http://mashable.com/2011/11/21/dominos-ipad/.

The app is called Domino's Pizza Hero and it brings together the craze in social gaming, with players able to compete against their friends and share scores via Facebook and Twitter, every brand's desire for consumers to engage with their product/service, and ties it all into an actionable revenue source. No doubt many of these pizzas will be created and remain virtual, but the end result will likely be an increase in actual revenue in pizzas sold, brand recognition and engagement.

Interestingly as well, the app demonstrates that pizzas are made by hand (which I never would have guessed) http://dominospizzahero.com/. Consumers playing the app get a bit of a virtual experience as to what is involved in the creation of the actual pizzas they end up buying, thus linking them with Domino's employees and with the production process in general, creating additional engagement.