When Jacoby Jones of the Baltimore Ravens returned the second-half kickoff 108 yards in Super Bowl XLVII, some lucky shoppers earned a full cash rebate on purchases made before the National Football League's championship game.

And retail campaign insurer SCA Promotions will be footing the bill—totaling about $290,000.

Leading up to the Super Bowl retailers across the U.S. worked with SCA Promotions to run rebate contests giving away prizes if, for example, a touchdown occurred from a kickoff return. When Jones fielded the second-half kickoff 8 yards deep in the endzone and bolted practically untouched 108 yards for a score, Dallas-based SCA got out its checkbook.

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