Domino’s Pizza in Russia launched what they thought was a genius marketing campaign: Any pizza lover sporting the Domino’s logo tattooed on their body in a “prominent place” will be eligible for free pizza for life. The marketing gurus obviously thought that only the most dedicated customers would take the plunge, but very soon, social media was overrun with images of Domino brand tattoos.
First announced on Vk.com (Russia’s answer to Facebook), the post called it an “unprecedented campaign” offering a maximum of 100 pizzas per year for the next 100 years for anyone who could prove a permanent and prominent tattoo. Fans responded in their hundreds and Domino’s soon realised that were very close to running bankrupt if they were to honour all of the entrants.
On 4 September, Domino’s decided to scrap the campaign after 350 entrants had entered and successfully claimed their free pizza for life. The post asked fans to “immediately respond” if you were in right at that moment sitting for a tattoo. They advised anyone with an appointment for their branded tattoo to cancel the booking, as the competition was now closed.