Hundreds got tattooed for Domino’s lifetime pizza promotion before it got axed

A Russian Domino’s franchise offered “100 free pizzas a year for 100 years” to customers who tattooed the brand’s signature logo tattooed on their skin for a planned 2-month promotion, #dominosforever…  

But, sadly, nothing gold can stay. Just 4 days and 381 qualified applicants later, Domino’s had to cancel the stunt to prevent thousands more people from cashing in on the deal. 

Social media and free food are a powerful combination

But, when businesses launch social media campaigns without thinking about their audience, things can get sticky.

Since disposable income is about $500 a month on average in Russia, consumers flocked to the #dominosforever promotion to exploit the simple economics of the deal — a small $30 tattoo for thousands of dollars worth of pizza.

Giving branding a whole new meaning 

Businesses have attempted all kinds of harebrained marketing stunts in the past, but tattoo-based promotions seem particularly common.

And, they don’t have to end in disaster: One Australian joint offered 10 winners the opportunity to get a burger tattoo (3.5k people applied). And a grilled cheese chain in Ohio offered a 25% lifetime discount for customers willing to ink their logo (so far, they’ve gotten 900 takers).