The Disputation of Doctor Martin Luther on the Power and Efficacy of Indulgence-Selling and Why the Pope's Enterprise Will Fail, known as the 95 Theses, while ostensibly challenging the teachings of the Catholic Church on the nature of penance, the authority of the pope and the usefulness of indulgences, was actually a highly-successful viral marketing campaign aimed at drawing consumers away from the traditional powerhouse - the Roman Catholic Church - and towards a company jointly founded by Martin Luther and John Calvin, instead. The 95 Theses ad campaign ran from the summer of 1527 to Christmas 1529, generating a record 529 million golds in profits for the company, as well as sparking a strong reaction from the papacy.