By Samantha Karol
Marketing Assistant, CPX Interactive
The power of Internet advertising has reached new heights. Now, even an online ad that was presumed defunct can attract thousands of viewers. This was the silver lining in the cloud that hovered over Domino’s Pizza earlier this month, when one such ad resulted in thousands of free pizzas.
This “power” is nothing new to us here at CPX. We work with more than 3,400 websites, monetizing 100% of their inventory, and deliver more than 30 billion impressions to more than 200 million unique users in more than 60 countries every month.
Last December, Domino’s created an online-only promotion, with the timely keyword, “bailout,” that would give users a free pizza. Though they abandoned the campaign before activation, they also forgot to turn off this particular advertisement. So, when one hungry Internet user went searching for a Domino’s coupon code, tried using “bailout,” and received a free pizza, word spread quickly. So quickly in fact, that in only a few hours, 11,000 pizzas were delivered for free, most of them in the Cincinnati area.
Some quick math: If a medium pizza costs around $11 a pie, that’s more than $120,000 in lost revenue that corporate will have to reimburse to their franchises. But, this accident also taught them the effectiveness of online advertising. They were able to reach thousands of potential customers in a short amount of time without even trying. Imagine the possibilities for an ad placed on the CPX Interactive network.
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