What better way to celebrate Super Bowl XLVI than with a free Papa John’s pizza? At least that was Papa John’s thought when it launched its Super Bowl-themed FREE PIZZA FAST campaign, which integrated email, mobile, social media, television, print advertising and Website promotion to drive sales. And consumers seemed to agree.
ExactTarget recognized the pizza giant’s innovative campaign by naming it the Best Cross-Channel Marketing of 2012 in its annual Power of ONE Awards during Connections last week.
As a way to drive engagement and encourage participation in its Papa Rewards loyalty program, the campaign invited customers to vote “heads or tails” on Papa John’s website to predict which side the official Super Bowl coin would land. When the coin fell in their favor, all Papa Rewards members were then automatically sent a unique email, featuring a one-time promo code for a free pizza.
“Papa John’s is a trailblazer in digital marketing, creating new and engaging cross-channel experiences for its customers that build loyalty and lasting business results. The team at Papa John’s and those across all of our Power of ONE Award recipients are transforming their businesses with ExactTarget and unlocking the power of digital marketing to connect with their customers.”
-Scott Dorsey, Co-Founder & Chief Executive Officer, ExactTarget
ExactTarget’s annual Power of ONE Awards recognize the world’s best digital marketing campaigns that demonstrate how one team and one idea can connect a brand to one customer across all channels. The awards honor the top campaigns across nine categories: business-to-business email, business-to-consumer email, small business email, social media, mobile, design, list growth and reseller.
Additional Power of ONE Award recipients:
- Oakley Signs: Email Campaign – B2B
- Gilt Groupe: Email Campaign – B2C
- Feeding Your Kids Foundation: Email Campaign – SMB
- Von Maur: Social Campaign
- Vegas.com: Mobile Campaign
- 89 Degrees: Design
- Hotels.com: List Growth Strategy
- C. TRAC: Reseller Partner
To learn more about the Papa John’s campaign and Power of ONE awards, go here.