To create interest in the large items and promote the overall program, Domino’s and JWT created larger-than-life characters who all shared a desire to offer big ticket items for the same low price. For each large prize, a series of viral videos were launched on popular social networking sites. Each video series eventually revealed the featured character’s intent to offer a great item for only $9.99. MySpace(R) profiles were ... created for these characters to help drive traffic to the video sites and generate chatter about the videos’ quirky content and interesting characters. Additionally, the URL to the contest Web site, www.anythinggoesdeal.com, was included in the videos to drive traffic to the promotion site.