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

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

After an overwhelming number of participants inked Domino’s tattoos, the chain had to cancel a pizza promotion in Russia.

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).

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