Why Domino’s Pizza Was Ready to Give Free Pizza for 100 Years
The Campaign

Domino’s Pizza launched a marketing campaign in Russia where people could get 100 free pizzas for 100 years if they tattooed themselves with the brand’s logo and posted those pictures on social media with the hashtag #DominosForver.

To their surprise, there was quickly an abundance of photos of people with the brand’s tattoo on Facebook, Instagram, and VKontakte (a Russian social media platform). I wonder what they expected. They should have expected people to react this way. Here are some of those pictures posted by people:

Source: Screenshot by the author on Instagram

Source: Screenshot by the author on Instagram

Domino’s Pizza clarified that only the first 350 people to post the tattooed images would get the free pizzas. The tattoos were also required to be at least 2 cm in length, and had to be in “visible parts of the body.”

But it was too late already, and people didn’t stop posting such pictures. They kept coming non-stop. Even after the number of participants was well over 350, people still kept posting pictures on social media.

It then had to post an urgent message for people who were going to get the tattoos. The message was:

"An urgent message to all those sitting at the tattoo artist’s right now: We’ll include you in the list of participants, but we’re waiting for photos up to midday today."

This campaign had been planned to be run for two months, but due to the overwhelming participation of people, it had to be ended in just 5 days.
['Binit Acharya']
['Business', 'Marketing', 'Psychology', 'Technology', 'Social Media']