Dominion Voting Systems sued MyPillow and its CEO, Mike Lindell, for libel and is seeking $ 1.3 billion in damages.
The lawsuit claims Lindell turbocharged his company’s sales while pushing election fraud allegations.
Lindell told Insider he was actually losing tens of millions of dollars.
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MyPillow CEO Mike Lindell said he expected to lose $ 65 million in pillow revenue this year as a result of the retail boycott for his claims that the 2020 election was rigged.
These losses, Lindell told Insider in an interview Monday after being served with a libel lawsuit from Dominion Voting Systems seeking $ 1.3 billion in damages, are proof he is not pushing claims for electoral fraud for the money.
“I lost 20 retailers and it cost me $ 65 million this year that I won’t be coming back, okay?” Lindell told Insider. “This is your story. Print it correctly. Don’t try to distort it.”
The 121-page lawsuit alleges the pillow mogul used election conspiracy theories to boost his company’s sales, using conspiratorial phrases as discount codes and placing expensive ads with media sharing the same ideas.
“Lindell – a talented salesman and former professional card counter – sells the lie to this day because the lie sells pillows,” wrote Tom Clare, libel attorney representing Dominion Voting Systems, in the lawsuit.
Dominion says Lindell used conspiracy theories to sell more pillows
Lindell has been a staunch supporter of former President Donald Trump for years. A former crack addict and professional gamer, he attributes the success of his business to its aggressive advertising strategy, which pushed MyPillow’s revenue to over $ 300 million in 2019.
According to the Dominion lawsuit, this advertising strategy involves associating his personal brand and that of his company in the right-wing media with juice sales.
MyPillow has spent tens of millions of dollars advertising in pro-Trump media outlets like Fox News and Newsmax – both also targets of litigation for election lies. After Donald Trump lost the election in November, Lindell falsely claimed Dominion rigged the election. MyPillow sponsored a “March for Trump” tour (which was actually a bus) where Lindell spoke at rallies claiming the election was stolen.
Dominion alleges in the lawsuit that conspiracy theories are a platform for Lindell to sell more pillows.
“After hitting the jackpot with Donald Trump’s approval for MyPillow and after a million dollar bet on Fox News ads paid off big returns, Michael Lindell exploited another chance to boost sales : Market MyPillow to people who would log in and attend rallies to hear Lindell told the “big lie” that Dominion stole the 2020 election, ”Clare wrote.
Lindell told Insider that MyPillow’s advertising strategy is separate from his personal policies. He said MyPillow has advertising and sponsorship deals with CNN, MSNBC, the Washington Post, and the New York Times – all media outlets he’s not a fan of – as well as around 5,000 podcasts and radio stations and of TV.
“I advertise everywhere. And every spot is either profitable or makes money,” he said.
A representative for the Times told Insider that it last ran ads on MyPillow in 2015. Other media outlets named by Lindell did not immediately respond to requests for comment.
Lindell dismissed the idea that he had a “preconceived plan” to make money by claiming that Dominion and Smartmatic, a rival election technology company also involved in conspiracy theories, rigged the presidential election. He said the boycott of branded retailers like Kohl’s and Bed Bath & Beyond cost him tens of millions of dollars in revenue.
“These combined stores had sales of $ 65 million last year. And now I won’t have them this year, nor any year, ”he says. “They’re done.”
Lindell says he’s just trying to save America
In the aftermath of the Jan.6 uprising, where a pro-Trump mob sought to block Congress from certifying election results, Lindell only doubled the number of complaints of voter fraud.
He met Trump in the Oval Office, taking notes with him, suggesting the president should declare martial law. He continued to push the theories into media appearances and funded a two-hour “docu-film” based on them called “Absolute Proof.” He, like Trump before him, was ultimately banned from Twitter.
He says he openly welcomes the Dominion lawsuit he is currently facing, saying they will offer him a way to prove his allegations of a rigged election.
“I’m glad I got the papers today,” Lindell said.
To bolster his claims that Lindell linked election conspiracy theories to MyPillow sales, Dominion’s lawsuit includes a dozen pages of social media users saying they are buying MyPillow products to support Lindell’s election lies.
“Mike Lindell is a true Patriot and American hero who defends the truth. I’m buying more pillows using the discount code NEWSMAX #ElectonFraudHappened #MikeLindell #MyPillowGuy #MyPillow,” one person wrote on Twitter. “The mypillow is under attack by evil leftists. Go to mypillow.com and spend a lot,” wrote another.
The Dominion lawsuit also claims that Lindell used discount codes on his website that were linked to right-wing conspiracy theories, including using “FightforTrump” as a discount code as Trump supporters literally battled agents at the Capitol, and “Proof” after showing his “docu-film.”
But Lindell said the advertising partners created these discount codes. “FightforTrump,” for example, came from a podcaster MyPillow worked with – one of the hundreds of radio hosts that MyPillow has sponsorship deals with.
He said controversies over advertising generally boosted sales for his business, but boycotts since January appear to be causing long-term damage to pillow sales.
“When I’m boycotted, people tend to buy more pillows – at least in the short term,” Lindell told Insider. “I always get a little nudge for a few days when they attack the business. But now this time it’s different.”
Despite the damage done to his business, Lindell is ready to move forward with his demands so that he can, he said, “save the country” from the pernicious influence of Communism. He said he didn’t believe the people demanding retailers to boycott MyPillow were real, claiming they were robots.
“I’m not a stupid person. I have a huge business that I built from nothing. I’m a former drug addict, and I’m not going to give up on a big billion dollar business that’s trying to steal our country., “he said.
“All I want is this election now. I don’t care how much money it costs me,” he added.
Lindell’s claims about the election are unfounded
More recently, Lindell has returned to the forefront after releasing a self-taught documentary called “Absolute Proof,” which claims that in some states voter interference has caused states to “switch” from President Donald Trump to l current President Joe Biden.
A data table in the film, for example, indicates that nearly 200,000 Wisconsin votes were incorrectly marked as missing ballots and therefore should have been counted differently – even though several state and federal judges, including one appointed by Trump , approved the counting of these votes. .
The “docu-film” also claims that several countries, including China, Iran and the United Kingdom, have been complicit in the generation of electoral inconsistencies.
It is not known where the data displayed in “Absolute Proof” comes from. Lindell claims it came from “government spyware” and was converted by a “mega computer” into tables and charts. Federal agencies have declared the 2020 election to be “the safest in history,” and judges have dismissed dozens of lawsuits challenging the election results, finding no evidence of irregularities.
According to Lindell, “Absolute Proof” has been viewed over 110 million times, although he declined to provide evidence for these viewership figures. This year’s Super Bowl drew around 96 million viewers.
Lindell told Insider that he was not concerned about Dominion’s lawsuit against him, saying he had “bigger fish to fry” and “much bigger things” he was working on. He said he had a “massive team” of lawyers working on the case, and that he already had all the evidence needed to prove his case.
“It’s going to go to the Supreme Court. And when it does, it will be a nine-zero vote that our country has been attacked,” Lindell said. “And then all the media is finally going to come and go, wow, ‘Mike, you know what? You were right from the start.'”
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