---
title: "Free Pizza Stunt Backfires for Domino’s in Russia When Too Many Customers Get Tattoos"
url: https://burnaze.com/article/6f489e81-98e9-4bc5-b547-40f7e6c8e150
source: "1851 Franchise"
original_url: https://1851franchise.com/free-pizza-stunt-backfires-for-dominos-in-russia-when-too-many-customers-get-tattoos-2707821
category: "Pizza"
industry: "Restaurants"
segment: "Pizza"
published: 2018-09-11T20:15:01.000Z
modified: 2026-11-01T01:48:31.619Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/b6af13fceae07ead08fbf8ada6f064025481.jpg
---

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

**TL;DR:** Domino's Russian operation cut a promotion offering a lifetime of free pizza short due to an unexpectedly large number of customers getting tattoos of the brand's logo. The promotion was supposed to run through October but was capped at 350 accepted winners.

*originally published in 1851 Franchise on 2018-09-11. [Read the original](https://1851franchise.com/free-pizza-stunt-backfires-for-dominos-in-russia-when-too-many-customers-get-tattoos-2707821).*

## Story

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.

## Entities

- 1851 Franchise (publication)
- Restaurants (sector)
- Domino's (company)
- promotion (topic)
- Russia (location)
- viral marketing (topic)
- free pizza (topic)
- tattoo campaign (topic)

---
Originally reported by 1851 Franchise (https://1851franchise.com/free-pizza-stunt-backfires-for-dominos-in-russia-when-too-many-customers-get-tattoos-2707821). Summarized by Burnaze (https://burnaze.com/article/6f489e81-98e9-4bc5-b547-40f7e6c8e150).