When we visited Saint Petersburg nine years ago, we were
surprised to find a Domino’s Pizza. We shouldn’t have been. Russians love
pizza, and there are actually three busy Domino’s pizzerias in that city alone.
Last summer the Russian branch of Domino’s promised a certificate worth 100 free
pizzas a year for 100 years to anyone willing to tattoo their logo “in a
prominent place.” The promotion was supposed to last two months, until last Halloween.
Domino’s assumed very few people would be crazy enough to suffer the pain and
indignity of permanently becoming a walking advertisement. They were wrong.
Within a few days hundreds of freshly inked volunteers began queuing for their
free pizzas. Domino’s had to bring an early end to the promotion before it
drove them out of business. I have to assume that for a short while last
summer, Russia’s tattoo parlors were doing very, very well.
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