Dude in the UK Got a Phone Company to Give Him Free Pizza for a Year
Dan May, a 24-year-old bizdev manager from Essex, England, was able to take advantage of publicity campaign by phone company O2 this month, in which they promised free pizza to office workers who downloaded their O2 Priority app. May never got his free pizza, and decided to let O2 know about it... complete with a threat to take his business to O2 competitor 3. Companies take bad publicity seriously, and they weren't about to let 3 hijack their own marketing campaign...
Getting fat by pizza is the best way to get fat.
May replied to O2's tweet, but they never acknowledged it.
And now for ice cream.
Poor showing, O2.
There's a rule that follows special marketing campaigns like this one:
Everything is magnified.
If you say you'll deliver, you had better deliver. Literally. Because if you don't, the competitors will be right there to steal the spotlight.