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Image: Jaap Arriens/NurPhoto via Getty Images

A marketing stunt in Russia kicked off a minor rush to tattoo parlors when Domino’s Pizza promised 100 years of free pies to anyone who permanently inscribed themselves with the company's logo.

The big picture: A local franchise found that it needs to be much more careful in its offers of free food, write WSJ's James Marson and Thomas Grove.

The details: The promotion by a Domino’s franchise in Russia received more responses in just a few days than were expected over the course of months.

  • The promotion: Anyone willing to plaster the Domino's logo on their bodies would receive 100 free pizzas a year, for 100 years.
  • To lock down the prize, an inky pizza-lover needed only a social-media post showing off the tat.
  • Four days after announcing the campaign, Domino’s pulled the plug. Already, 381 people had qualified.

There are reasons why this seemingly outrageous promotion could cause such a ruckus, write Marson and Grove.

  • Memories of hungry Soviet times and a bad 1990s economy prime Russians to seek out particularly juicy deals, they write. The economy isn’t doing that well right now, either, with the average disposable income hovering around $500 a month.
  • An invasion of American culture has helped turn tattoos from a mark of criminality to a symbol to be sported by trendy hipsters.

One 25-year-old Russian, newly tatted, told the WSJ: “I won’t get tired of [the free pizza]. Food is sacred, and I would do it again if there was a promotion for beer … or wine … definitely with whiskey.”

Go deeper: American millennials: a tattooed generation (Axios)

Go deeper

Chuck Schumer is now majority leader as 3 new Democratic senators are sworn in

Mitch McConnell (L), Chuck Schumer (R). Photo: Tom Williams/CQ Roll Call via Getty Images

Sen. Chuck Schumer (D-N.Y.) is officially Senate majority leader after the inauguration of Vice President Kamala Harris and the swearing-in of new Sens. Alex Padilla (D-Calif.), Jon Ossoff (D-Ga.) and Raphael Warnock (D-Ga.).

Why it matters: With a 50-50 Senate, Schumer will control a narrow majority with Harris as the tie-breaking vote. Democratic control of the Senate is crucial to President Biden's agenda, from getting his coronavirus relief proposal passed to forgiving student debt.

44 mins ago - Technology

QAnon faces the music

Illustration: Eniola Odetunde/Axios

Supporters of former President Donald Trump who thought he was about to stop the inauguration, seize power and crush his enemies were left blinking in the sunlight Wednesday as President Biden took the oath of office.

Why it matters: It's an inflection point for anyone who realizes they've been strung along by QAnon and related strands of pro-Trump magical thinking. They could either retreat from conspiracy theories or tumble deeper down the rabbit hole.

Updated 1 hour ago - Politics & Policy

Inauguration Day dashboard

U.S. Capitol and stage are lit at sunrise ahead of the inauguration of Joe Biden. Photo: Patrick Semansky - Pool/Getty Images

President Biden has delivered his inaugural address at the Capitol, calling for an end to the politics as total war but warning that "we have far to go" to heal the country.

What's next: Biden has arrived at the White House and he will sign executive orders and other presidential actions.

You’ve caught up. Now what?

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