Facebook drove 542,000 users to Domino's ordering sites on Dec. 8, 2011, celebrating the brand's 51st birthday with half-price pizzas worldwide. The one-day campaign ran in 19 international markets and was pitched via Facebook like-gateads in 10 languages.
The campaign used 20 country-specific Facebook pages. The results speak for themselves in any tongue. "In almost every market," Maloney said, "it was a record-breaking day. It either broke the record for orders or for how many people visited [that country's] Facebook page."