It is easy to never make a mistake, never make a decision.
No argument VOR, he who never made any mistakes never made anything, BUT , this is not an example of innovative thinking, it's pure mindless copycat crap, I've said on this subject before that successful marketing is about protecting your brand and not sending mixed messages.
Copying, as VVV so accurately calls it "dog lotto" is not just sending mixed messages, its brand destroying! It is F...ing mindless!
People should certainly be encouraged to do some ...pardon the pun..."out of the box thinking", but this is not an example of lateral thinking, indeed quite the opposite, it smells like dogshit to me. Am i offended by it? indeed I am! anything that cheapens our game is something to be railed against and this is excatly that,cheap dog poop and the owner/promoter of this should suffer whatever consequences are coming his or her way.
Nobody gets it right every time and this is a stark reminder of that.