Italian consumer electronics retailer Media World told customers that if they bought a new television, they could get coupons worth the same amount for items in the store – if Italy won the World Cup. Around 10,000 people responded, spiking sales in the chain’s 65 stores by 30 percent. The total value of the coupons for which they are now eligible is approximately $12.7 million. Media Markt, the European holding company for Media World, wisely took out an insurance policy before the promotion began. Media Markt spokeswoman Sara Milazzo characterized the campaign as a “calculated risk” explaining, “We were all rooting for Italy.”
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