Trading Ink For Pizza In Russia Is a Bad Idea
Lately Domino’s has been on a hot streak. Sales are up thanks to improved menu options, updated store formats and creative marketing promotions. One recent example is the Paving For Pizza idea, which has now grown into a national TV campaign. But not all out of the box PR ideas are necessarily good ones. For a case in point take a look at Domino’s latest Pizza For Life offer in Russia, which rewarded customers crazy enough to get the company’s logo tattooed on their bodies in return for unlimited pizza for the rest of their lives.
In the US getting a Domino’s tattoo in return for free lifetime pizza might be a stretch for most consumers, but apparently in Russia it’s not that much of a deterrent. As soon a Domino’s Russia posted the offer on VKontakte, the Russian equivalent of Facebook, young people started lining up at tattoo parlors to get Domino’s ink done. As a result of the higher than expected tattooing rate, the chain had to abruptly cancel what was supposed to be a 60-day promotion, for fear of having to pay out “millions” of lifetime pizza redemptions.
Rest assured there was a happy conclusion to ink-for-pizza-gate. Domino’s will fulfill the lifetime pizza offer for anyone who got their tattoos by the earlier cutoff date. And yes, they’re still basking in the glow of all that earned media (is Nielsen tracking tattoo viewability yet?), of another over-the-top promotion.