You may have heard about Applebee’s big Date Night promotion where they offered “a limited number” of passes, valid for 52 meals, for only $200. As you can imagine, it received a lot of buzz in the media and their own website warned that the passes would likely sell out fast. Even with this insight, the site crashed multiple times during the release, and I received a “sold out” notice before the “purchase” button ever appeared on my screen, less than ten minutes after the big release.
It’s great to generate interest with an over-the-top offer, but unless you’re prepared for the rush, it may cause more harm than good in the process. It may be a badge of honor for some to “crash the internet” but it’s a turn-off for the average consumer trying to interact or purchase. Your goal should be to develop a relationship, not just awareness, and to engender loyalty instead of frustration with your promotions. Don’t fancy like Applebee’s did for their date night.
