Some one forgot to ask the critical question,
What is the likely traffic that will hit our site during the offer and will our system be able to handle it?
Dr. Pepper said that they’d give a free Soda to all Americans if Guns’n’Roses released their new album this year. They did and the drinks company held up their promise, setting up a website offering a free coupon for 24 hours (if you signed up). They turned a throw away comment to their advantage and this could have been great PR. Only they didn’t predict the volumes that would hit the site, it couldn’t handle the traffic and went down for most of the day. Cue panic extension of the offer, unhappy customers, unhappy Axel Rose, PR disaster and lawyers on the prowl. If only they’d remembered to think about NFRs.