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Food-Delivery Service Proudly Advertises on Porn Sites, Calls them the ‘Unicorns’ of Web Marketing

Its traffic figures are huge, buying ad space on its sites is relatively cheap, and it’s a pretty safe bet that your ads would stand out, as your competitors likely aren’t placing their marketing there. With such a description, one might wonder what great untapped marketing resource could possibly be so alluring, yet so under-utilized. The answer, friends, is porn sites. Most brands (aside from those selling adult products), don’t even consider advertising on such sites, as the potential for huge numbers of eyes on their ads is simply not worth the obvious PR pitfalls of being associated with graphic adult content.

But food-delivery service EAT24 has no such qualms.

The company not only proudly touts its app and services on naughty websites, but has also written a detailed blog post explaining why and how it went “where no marketing team has gone before. Well, at least not without clearing their browser history afterward.”

“When we start a new marketing campaign,” states the post, “one of our main goals is to maximize ROI” while staying within budget. The post goes on to explain:

“We don’t really like throwing piles of cash at huge traditional media campaigns. We prefer to be smart with our money, which is why we have to come up with creative and unique marketing strategies to fit our budget and brand. It’s an eternal quest to find the perfect ad platform with really high traffic, and dirt cheap inventory. Basically, a unicorn.”

The company says it has discovered just such a mythical marketing platform:

“The solution: PORN, the Internet’s unicorn.

PORN. Porn is the answer!…A whopping 30% of ALL web traffic is dedicated to adult sites. In fact, by the time you’re done reading this sentence, about 197,806 people have looked at porn on the Internet…If you ever take two seconds out of your naughty time to glance at the ads on porn sites, you’ll notice that 99% of them are for more porn. It’s a world where no one besides male enhancement pills and adult friend finders have dared to go. Not a single mainstream brand advertising there. We could be that 1%.”

All that, and it costs a mere fraction to advertise on these adult sites as it does to buy message space with major ad publishers like Google, Facebook and Twitter. Included in the blog post is this info-graphic, which makes this fact pretty clear:

Once they had determined why advertising on porn sites made sense, the marketers at EAT24 had to come up with how.

“We needed to create something eye catching enough to make someone stop what they’re doing (watching porn) and say, ‘You know what? Yes. I AM going to be hungry in 3-5 minutes. I better order delivery.’ Not an easy task…We wanted to make a connection between the pleasure you feel when eating a bacon double cheeseburger, and the pleasure of having sex. Everyone knows nothing makes people want to order food more than pictures of food, but we had to be careful with our dish selection. The sight of a seductive salmon skin roll next to a naughty nurse video might enhance the whole experience, while a hearty plate of chicken tikka masala might turn you off entirely…”

With this in mind, here’s some of what the company came up with:

So, did attempting to divert the lust for the pleasures of the flesh into the lust for food pay off? EAT24 says yes (yes, YES!).

 ”No matter what metric you want to use to define success, our campaign kicked ass all the way across the board. Impressions? Our porn banner ads saw three times the impressions of ads we ran on Google, Twitter and Facebook combined. Click through? Tens of thousands of horngry Americans clicked our ads. Yeah, but did they convert? Psshhh, please. We saw a huge spike in orders and app downloads during the time our ads were live, especially late at night when that insatiable desire for DP (double pepperoni) is at its most intense.”

Fairly hard to argue the results of the case study, but we doubt such revelations will cause a surge of ad buys on porn sites. That said, it’s pretty clear that if a brand isn’t interested in a squeaky-clean or family-friendly image, then, as they say, “virtue is its own reward; sin pays better.”

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