This reminded me of the Hoover free flights promotion [1] in the UK back in 1992.
Hoover's UK division tried to clear excess stock by offering free air tickets for purchases of over £100. The promotion was so popular that Hoover was unable to supply the tickets to all the participants, resulting in years of legal actions.
Hoover UK eventually admitted that the exercise had cost it £50 million. Three executive directors were dismissed and the business was sold to an Italian company.
Hoover's UK division tried to clear excess stock by offering free air tickets for purchases of over £100. The promotion was so popular that Hoover was unable to supply the tickets to all the participants, resulting in years of legal actions.
Hoover UK eventually admitted that the exercise had cost it £50 million. Three executive directors were dismissed and the business was sold to an Italian company.
[1] http://en.wikipedia.org/wiki/Hoover_free_flights_promotion