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From Home Furnishing Business

Super Bowl Promotion Costs Millions

A Super Bowl promotion has Houston furniture retailer Gallery Furniture paying out some $7 million, but Owner Jim McIngvale isn't sweating it. He likes the buzz the promotion has generated for the store.

Houston's Gallery Furniture store owner Jim McIngvale has struck publicity gold.

First, the man known to Houstonians as Mattress Mack offered customers who bought at least $5,000 worth of furniture a refund if they correctly picked the winners of the NFC and AFC Championship games, a stunt that cost his business more than $650,000. 

Undaunted, McIngvale upped the stakes in his next promotion, offering refunds to customers who bought at least $6,000 worth of furniture provided that the Seattle Seahawks won the Super Bowl, which they did 43-8, much to the chargrin of Denver Broncos fans. Making good on that one cost McIngvale more than $7 million.

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Source: CBS News

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