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Domino’s Russia Tattoo Marketing Campaign Goes Awry

Domino’s Russia launched an absurd “Domino’s Forever” marketing campaign. One tattoo, 100 years, 10,000 free pizzas for life!

Domino’s social media marketing campaign was aimed at brand evangelists, offering free pizzas for life if they tattooed the Domino’s logo on their bodies.

Winners will receive a certificate offering 100 free pizzas per year for a century! That’s 10,000 pizzas!

Clearly, Domino’s didn’t expect such a positive response from its followers. Hundreds of Russians clamoured for the deal, as they took to social media, posting photos of their newly inked Domino’s tattoos.

After hundreds of posts appeared across Facebook, Instagram and Russian social media platform, VKontakte, Domino’s was forced to impose strict guidelines for the marketing campaign and eventually limiting the campaign to the first 350 entries.

Despite the change in rules, Russians were determined to get their free pizzas! People kept sharing photos of tattoos on their arms, legs and even thumbs.

Flooded with entries, Domino’s was forced to terminate the marketing campaign early.

On their Facebook page, Domino's wrote, "We are not receiving any new tattoos!", "If you are at a tattoo artist's and getting tattoos, we will include you in the list of participants..." and "For those [getting tattoos] later, we recommend cancelling the appointment...."

Despite these warnings, the single-minded brand evangelists relentlessly submitted their tattoo photos. Some late entrants took to social media to express their frustrations. And Domino’s was forced to contact these individuals privately to make arrangements.

Well, were the tattoos worth the effort?

Some Russian customers have already started cashing in on their free pizzas. And they are taking to social media to flaunt their prize.

Has Domino's really benefitted from this marketing campaign?

A quick search on Google Trends revealed that since the “Domino’s Forever” marketing campaign launch, Domino's has seen a 53.5% increase in organic search traffic.

On social media, using the campaign hashtag, #доминоснавсегда. Domino's received 163 posts from 151 users on Instagram and over 684 engagements on Facebook.

How effective was this marketing campaign?

Although most would consider Domino’s Forever marketing campaign as ludicrious, it was effective in strengthening brand loyalty amongst its customers and received global media coverage.

Some room for improvement...

With most marketing campaigns, there is always room for improvement. In terms of implementation, Domino's could have minimized the backlash from unhappy customers by clearly defining and communicating campaign guidelines.

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