A guy looking to beef up his physique gets a great idea when told he has a free 30 minutes from Domino’s.

Over several months, the You Got 30 campaign was launched using traditional and non-traditional methods. TV and Radio spots focused on examples of what a consumer could do with 30 minutes. Collateral and in-store materials further pushed the “gift of time” with coupons touting a free 30 minutes for power napping or a finger football match. Interactive work pushed the campaign with a homepage re-design and banners driving online ordering. Domino's Pizza Tracker was unveiled as an interactive pizza-monitoring tool within the campaign. With their free 30 minutes, customers could follow their pizza's journey from dough stretching to delivery.

The campaign’s success stared virally as bloggers posted their experiences with the brand. With users spending an average of five minutes 40 seconds on Pizza Tracker, Domino's saw a surge of 11+ million visitors. “You Got 30 Minutes” and Pizza Tracker caught on quickly as news outlets profiled the launch, resulting in several millions of dollars of free impressions.

Domino's franchisees posted "You Got Game" signs over the door; "Delivery Expert" CDs played from stereos and speedy-yet-safety reminders decorated office desks and dashboards. The pride reignited with the challenge to make a great product and deliver in 30 minutes.