A Domino's Russia promotion promising customers a lifetime of free pizza has ended early in disaster.
The promotion offered up 100 free pizzas for 100 years if the participant got the Domino's logo tattooed somewhere visible on their body, the BBC reports.
But marketing staff at Domino's clearly underestimated the number of people willing to get a small tattoo in exchange for a lifetime of free food as entries flooded in.
Extra rules quickly came into force on the promotion, including what constituted "visible" and rules the tattoo must be larger than two centimetres in length. Critically, the entries were also limited to a maximum of 350.
Still more and more entries came, and on September 4 staff posted on social media to say they had hit the maximum number and the promotion had ended.
"Friends, we already have 350 participants!" Domino's wrote on its Facebook page.
"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. But we are waiting for pictures before 12:00 today.
"For those [getting tattoos] later, we recommend cancelling the appointment, because unfortunately we will not be able to include you."
But telling customers to stop getting tattoos did not halt the steady stream, and according to the BBC at least 80 people posted about their Domino's tattoos since the promotion's closure.
At least one of them was contacted by Domino's privately after missing the cut-off date, but many may be looking at evidence of their missed chance for the rest of their lives, or at least facing a few painful laser removal sessions.