Hutcheson Ford store refunds $300,000 after Super Bowl promo

Article by Anita Panait, on February 17, 2014

At the Super Bowl XLVIII, the Seattle Seahawks defeated the Denver Broncos, with one of the highlights of the game being the 87-yard kickoff return by Seattle’s Percy Harvin that resulted to a touchdown. The Seahawks eventually won the big game, but there are another set of big winners in St. James, Mo.

A dealership in the area, Hutcheson Ford, ran its first Super Weekend Sale promotion that promised customers buying a car between Jan. 29 and Feb. 1 that the purchase price would be refunded if the opening kickoff of the first or second half of Super Bowl XLVIII resulted in a touchdown. History told us it did. Hutcheson Ford was honorable enough to keep its promise and shelled out a total of $300,000 to 12 customers who qualified for the promo.

However, since Hutcheson Ford took out insurance on the promotion, it won’t lose a total of $300,000.

The dealership said the actual amount it lost on the wager “wasn't nothing." "At least we're not like that furniture guy that lost $7 million," Hutcheson Ford Marketing Manager Kathleen Frazier said, adding that the promotion was a “big success.”

Hutcheson Ford invited all 12 customers to the dealership for a party and group photo, and then handed the refunds. While it lost the wager, Hutcheson Ford is planning to make the Super Weekend Sale an annual event. "We wanted to do something that we could do on an annual basis," Frazier said.

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