Cautionary Tale In Direct Marketing

Check out this story of a direct mail campaign gone awry.

 http://madconomist.com/typo-error-makes-every-lotto-ticket-a-1000-winner.

It concerns a car dealer whose scratch-off game made every single ticket holder the grand prize winner. Oops.

I'm sure this sort of thing has happened before, but talk about that sinking feeling in your stomach kind of moment.

For all the time spent dreaming up a campaign, and strategizing the various creatives, the devil sure remains in the details, doesn't it?