New York (CNN Business) Domino's is chasing new clients by rewarding them for eating pizza — even if they buy it from a competitor.

The promotion is designed to "bring new customers into the fold," Kate Trumbull, VP of advertising at Domino's, told CNN Business.

People who want to participate have to download the Domino's app and sign up for a loyalty program. They use the app to scan a pizza — even if it's home made, purchased at a different restaurant or just a toy that looks like a pizza — and get up to ten points per week. Once customers hit 60 points, they become eligible for a free Domino's pie.

Domino's plans on honoring 100 million points — nearly 1.7 million pizzas altogether. Customers can only redeem the prize once. Domino's is hoping that once people give it a shot, they'll come back for more.

The app uses artificial intelligence to identify pizza as pizza. It's "the first time Domino's is using AI technology like this," said Dennis Maloney, Domino's chief digital officer, in a statement.

The new promotion lets customers earn a free Domino's pie when they eat pizza — even if they buy it from a competitor.

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