The Anything Goes Deal Promotion concept began with the ad agency, but soon became a collaborative and integrated partnership with eBay. It was the first time eBay had been engaged in such a promotion. Television, box stickers, email, sms, online banners and viral videos were used to promote the program. The first viral video launched on December 15 with the official promotion starting on January 1. Once the promotion kicked off, consumers were directed to eBay where the could experience the Domino's brand like never before and buy HDTV's, iPods or pizzas.

The Domino's Anything Goes Deal promotion helped drive more unique visitors - 1.3 million visitors and more program registrants - 113,000 than any other Domino’s promotion. It also garnered over 200 million media impression as a result from all the PR. The entire program was created for cost less to produce then the media buy for one single TV commercial. The work also helped drive positive order mix by 37% and order count by 4.3% for Domino's.