TO CELEBRATE ITS 10-YEAR ANNIVERSARY, ad network ValueClick delivered cup-cakes to its key agency and marketer accounts across the U.S. The company worked with local bakeries to prepare the cupcakes, and had salespeople personally deliver them, complete with a candle. In addition to the personal visits, ValueClick ran an ad in trade publications in honor of its anniversary and sent out press releases tracing the company's roots from start-up to a $646 million company. The cupcake promotion paid off big for ValueClick. The total cost of the cupcakes was $784, and it resulted in four deals worth nearly $170,000. Not a bad ROI. —Kate Maddox