OVERTIME = FREEBIE! by Fleishman Hillard for Papa John's

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OVERTIME = FREEBIE!

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Industry Fast food, Cafe
Media Promo & PR, Case study
Market United States
Agency Fleishman Hillard
Director Justin Ellis, Jay Montellano
Released August 2012

Credits & Description

Category: Retail and E-commerce, including Restaurants
Advertiser: PAPA JOHN'S INTERNATIONAL
Product/Service: NATIONAL PIZZA CHAIN
Senior Vice President & Senior Partner: Jack Farmer (Fleishman-Hillard)
Senior Vice President: Doug Terfehr (Fleishman-Hillard)
Vice President: Jeff Kratschmer (Fleishman-Hillard)
Managing Supervisor: Rick Rhodes (Fleishman-Hillard)
Director: Justin Ellis (Fleishman-Hillard)
Director: Jay Montellano (Fleishman-Hillard)
Senior Account Executive: Jason Michael (Fleishman-Hillard)
Account Executive: Camilla Ferrario (Fleishman-Hillard)
Account Executive: Abbey Hartmann (Fleishman-Hillard)
Assistant Account Executive: Allison Farrar (Fleishman-Hillard)
Founder and co-Chief Executive Officer: John Schnatter (Papa John's)
Co-Chief Executive Officer: Jude Thompson (Papa John's)
Chief Marketing Officer: Andrew Varga (Papa John's)
Vice President, Digital Marketing: Jim Ensign (Papa John's)
Vice President, Field Marketing: Mark Olive (Papa John's)
Senior director, Public Relations: Tish Muldoon (Papa John's)
Senior Director, Advertising and Promotions: Melissa Richards-Person (Papa John's)
Senior Manager, Promotions & Partnerships: Linda Nuss (Papa John's)
Senior Manager, Digital Marketing: Bernie Fussenegger (Papa John's)
Specialist, Social Media: Sarah Malone (Papa John's)
Media placement: Launch Press Release - Associated Press, USA Today, New York Times, Good Morning America, CNBC - January 24, 2011
Media placement: Website Launch - Gizmodo, Mashable - January 24, 2011
Media placement: :45 Second Giveaway Press Release - Associated Press, TIME, Slashfood, Eater - January 31, 2011
Media placement: Ryan Seacrest interview with John Schnatter - On Air with Ryan Seacrest - February 1, 2011
Media placement: Radio Row Interviews with Miles Austin and John Schnatter - ESPN, Dan Patrick - February 2-3, 2011
Media placement: Super Bowl Sunday - largest sales day in company history - February 6, 2011

Summary of the Campaign
A year after advertising during the Super Bowl resulted in the largest sales day in company history, Papa John’s approached Super Bowl XLV with the goal of breaking that record via a two-week integrated marketing communications blitz.
Activating its status as the Official Pizza Sponsor of the NFL, Papa John’s creatively "inserted" itself into the game without investing in a TV spot. Instead, leveraging the NFL’s new overtime rules, Papa John’s offered everyone in America the chance to win a free large pizza should Super Bowl XLV go into overtime. All consumers had to do was register online for Papa John’s new customer loyalty program, "My Papa Points."
The brand supported the offer through a strategic cadence of traditional and social media that captivated the nation by providing consumers with equity in what turned out to be the most watched television program in history, generating more than 1,500 stories and reaching 204 million consumers – nearly double the record 111 million who tuned into the game.
Super Bowl Sunday resulted in the largest sales day ever for Papa John’s – more than 1 million pizzas sold – and a 400 percent increase in the company’s customer loyalty membership.

The Situation
Papa John’s activated its rookie season as the Official Pizza Sponsor of the National Football League and Super Bowl XLV via a two-week integrated marketing/communications blitz, anchored by a mix of traditional and social media.

Leveraging the NFL’s new overtime rules, Papa John’s offered everyone in America the chance to win a free large pizza should Super Bowl XLV go into overtime.

This captivated the nation by providing consumers with equity in the most watched television program in history and resulted in Papa John’s largest sales day ever, along with a 400 percent increase in its customer loyalty membership.

The Goal
- Reinforce Papa John’s Official Pizza Sponsorship of NFL and Super Bowl XLV
- Increase visibility, awareness and enrolment in My Papa’s Points customer loyalty program
- Engage consumers through social media
- Increase transactions, specifically online sales, over historic levels

Research:
Super Bowl Sunday is one of the busiest days for the pizza industry. Research shows 86 percent of Americans planned to eat during the game, with more than half Americans saying they would eat pizza. For Super Bowl XLIV in 2010, Papa John’s set a company record by selling more than 900,000 pizzas in one day.

The Strategy
To leverage exclusive assets like the Official Sponsorship of the NFL and Super Bowl, the following strategies were employed:
- Engage consumers in a unique way by leveraging new NFL overtime rules as a news hook and catalyst to drive coverage and engagement
- Give boost to initial announcement and momentum by deploying and publicizing second consumer "offer," leveraging that the game would be the 45th Super Bowl
- Utilize relationships with high-profile media outlets and celebrities to drive messages and My Papa Points enrolment
- Utilize social media platforms, including Facebook and Twitter, to increase online engagement and "port" content
- Create an interactive online hub that highlights all consumer engagement points, as well as showcases online product offers and giveaways
- Leverage technology, including QR code on-pack, to deploy content

Execution
Secured Dallas Cowboys’ wide receiver Miles Austin as spokesperson
Leveraged founder "Papa" John Schnatter for interviews leading up to Super Bowl Sunday
- Designed Web site to serve as virtual hub for campaign, consumer engagement and loyalty program registration
- Supported activation through social media engagement with consumers via twitter updates, Facebook posts
- Offered advance announcement of overtime program with high profile national media – USA Today and The New York Times
- Leveraged relationship with Ryan Seacrest for earned sweepstakes opportunity through On Air with Ryan Seacrest, Ryan Seacrest.com and Ryan Seacrest’s personal Twitter handle
- Leveraged relationships with multiple Hollywood celebrities for mentions of the program through social media channels
- Created second burst of coverage through exclusive announcement with Associated Press – every 45 seconds on Super Bowl Sunday, Papa John’s would give away free pizza to online customers
- Developed local market toolkit for franchisees.

Documented Results
- Reinforce Papa John’s Official Pizza Sponsorship of the NFL and Super Bowl XLV
- 1,555 media placements; 204.5 million impressions – nearly double the record 111 million people who tuned into the game – including Good Morning America, ESPN, CNBC, TIME, SI.com, ESPN.com, hundreds of pop culture/sports blogs and more
- Increase visibility, awareness and registration of My Papa’s Points loyalty program
- Enrolment up 400% in two weeks; more than 1 million members to date
- Engage consumers through social media to drive Facebook fans and Twitter followers
- 459,421 unique visitors to www.papajohnsot.com
- 93,622 views of dedicated Facebook tab; 45,199 additional Facebook fans
- 1,005 new Twitter followers; 2,931 unique tweets, reaching 12.4 million people
- Increase sales transactions, specifically online sales, over historic levels
- More than 1 million pizzas sold Super Bowl Sunday; largest sales day in company history
- Online sales mix significantly exceeded corporate goals