Diary: Domino’s sacked by its own promo

The beautiful thing about NFL-related promotions: sometimes you catch a 50-yard spiral in stride, other times you get sacked in your own end zone. To wit, check out the way football programs worked out for two marketing partners of the world champion St. Louis Rams.

The beautiful thing about NFL-related promotions: sometimes you catch a 50-yard spiral in stride, other times you get sacked in your own end zone. To wit, check out the way football programs worked out for two marketing partners of the world champion St. Louis Rams.

The beautiful thing about NFL-related promotions: sometimes you

catch a 50-yard spiral in stride, other times you get sacked in your own

end zone. To wit, check out the way football programs worked out for two

marketing partners of the world champion St. Louis Rams.



Gateway was thrilled to donate two servers, worth about dollars 34,000,

to handle increased web site traffic spurred by the team’s unexpected

turnaround.



The computer maker asked for only a click-through button and some banner

advertising in return. The result: more eyeballs for Gateway and a

smooth Web experience for site visitors.



However, Domino’s Pizza franchiser Greg Neichter, who owns 13 outlets in

the St. Louis area, offered a dollars 1 discount every Monday for each

touchdown the Rams scored the day before.



Unfortunately for him, the Rams became one of the most prolific

offensive teams in NFL history, racking up seven touchdowns in their

playoff win over the Minnesota Vikings.



This translated into a dollars 7 per pizza discount, costing local

Domino’s operators more than dollars 900,000 (130,000 pizzas were

ordered that Monday).



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