LOS ANGELES—Eat24 is a web-based food and delivery service that partners with local restaurants in over 1,000 cities. But that is hardly news to adult performers, many of whom have already embraced the service with an abandon usually saved for the set.
“If the @Eat24 app were a real person, I would sit on its face: http://eat24.com/app,” Andy San Dimas tweeted last month, no doubt sending shivers up the leg of whatever delivery person got her next order.
Tera Patrick tweeted last July, “I think I love @Eat24 more than I love my girlfriend. But to be fair, my girlfriend doesn't bring pizza to my door.” We’re not sure what that means, but it certainly seems to suggest she loves Eat24.
The thing is, Eat24, which prides itself on its human connectedness, noticed this wave of porn-based fandom, and an idea percolated in their collective and creative brain: Why not take the bull by the horns and market ourselves directly to our porn fans, who we appreciate as much as they do us?
What happened next is pretty remarkable. Two days ago, Eat24 posted to its blog a meticulously detailed case study—titled How to Advertise on a Porn Website—that outlines the entire scheme from beginning to end.
“We wanted to make a connection between the pleasure you feel when eating a bacon double cheeseburger, and the pleasure of having sex,” reads the blog. “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, except in certain fetish categories. We need food that puts you in the mood.”
The results of the campaign were nothing short of eye-opening. “No matter what metric you want to use to define success, our campaign kicked ass all the way across the board,” wrote Eat24. “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.
“Did we mention the cost?” they add. “We did? Well, it bears repeating. We were able to achieve the stellar metrics mentioned above all for the low low price of 90% less than what the big guys charge per 1,000 impressions. That’s right, we saved 90%. Nine zero.”
With numbers like that, expect other edgy, courageous or desperate mainstream companies to follow suit, proving that porn sites are good for selling something after all!
Image: One of the Eat24 porn ads.