Free Pizza Stunt Backfires for Domino’s in Russia When Too Many Customers Get Tattoos

Domino’s Russian operation had to cut a promotion that offered a lifetime of free pizza short when an unexpectedly large number of the pizza chain’s customers got tattoos of the brand’s logo.

In a viral marketing campaign, Domino’s offered customers up to 100 free pizzas a year for 100 years if customers branded themselves with the Domino’s logo on a visible part of their body and posted it on social media.

The promotion that was supposed to run through the end of October really took off, forcing Domino’s to cap the number of accepted winners at 350. Munchies noted that if the brand fulfilled even half of what they’ve guaranteed, by their math, the promotion will cost $14 million in free pizza.

Maddie has spent her career in the media industry, serving in various editorial roles before migrating into a hybrid content strategy and PR role with No Limit Agency. Her passion for storytelling and love of writing help her create meaningful content on behalf of her clients and fulfill No Limit Agency’s mission to tell people-driven stories. Maddie is a graduate of Saint Louis University, where she studied Communications with a focus in journalism and media studies as well as Sports Business.

In her spare time, Maddie can be found exploring Chicago’s food scene, watching an NBA game or lamenting over her middling fantasy baseball team.