Future Shop's Beat the Clock contest suffered a computer glitch resulting in discounts to the XBox 360 lasting longer than the time they allotted.
The result: Angry customers who got a confirmation that their order was received and then emailed later that it was a misprint. Those angry customers went to the store's Facebook page and even their own online forums to complain.
PR disaster? Marketing disaster?
What are the potential effects?
1. Angry customers who will never trust Future Shop contests, promotions etc. again. Heck, they won't even buy from there anymore.
2. Decrease in contest entries for the next promotions.
3. A lot of bad comments on social networks that will affect the company down the line.
4. Nothing. It is a contest afterall.