Due to overwhelming responses and what appeared to be a server overload problem, many of the participants were unable to take part. Many of them vented their anger and frustration on Flyscoot's Facebook page.
MacDonald also faced a similar backlash over their Hello Kitty promotion this week. Even though they claimed to have increased stocks by 40% from a similar promotion last year, it was apparently still not enough to meet the demand (click here). The furore of a similar promotion in 2000 where people queue overnight and resulting in fights and squabbles is still clear in my mind.
Unless you are thinking of the media exposure you could generate.
Before you run a promotion the next time, think of all the possible reasons things can go wrong and actions your customers will do. Think of what you can do when things do go wrong.