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When Domino’s unveiled its “Paving for Pizza” campaign in June, the project dreamed up by agency CP+B had a budget of $100,000—enough to fix potholes in 20 towns.
Once media coverage and social media buzz kicked in, though, it quickly became apparent the budget wasn’t nearly large enough to come close to meeting demand.
“Within the first couple of weeks, we had submissions from every state,” says CP+B vp and executive producer Dan Corken, who’s been coordinating the logistics of the paving project since launch.