Now that the Super Bowl is a week behind us, most companies that advertised moved on to something else and left their millions they spent on Super Bowl advertising behind as soon as their spots aired during the game. But not Papa John’s, who perhaps had one of the best integrated campaigns and actually thought how they could extend the value of their Super Bowl involvement in the week following the game.
First, let’s review the execution of the TV spot that Papa John’s aired, which showed CEO John Schnatter delivering free pizzas to “behind the scenes” workers the week leading up to the game. Nothing cute, funny or technically ground-breaking here, but a nice job of using the venue and aura of the game in a very timely way that also created a big feeling of goodwill at a time in the economy in which viewers are going to look very favorably on a “giving company.” Viewers were also directed to the company website for a special offer, something most other advertisers failed on. Well done. There was also an element around Habitat for Humanity as yet another charitable initiative.
Papa built up to its buy with a sweepstakes for two tickets and accommodations for the game, and related special offers, such as the “Super XL IV,” an offer of any extra-large pizza with four toppings for $11.99, and the “1st and 10,” any large pizza for $10. Consumers also have reason to hope for a high-scoring game. Anyone ordering a large cheese pizza for $9 during the three days after the game will got a free topping for every touchdown scored. Now, here’s where the win is. Most companies would have stopped right there. But they did a great job of keeping the campaign going with a radio and TV buy in those three days that reminded people how many TDs were scored and that free toppings were ready and waiting. It also served as a reminder that Papa was a “Super Bowl’ advertiser, leveraging a fantastic game.
Overall, not flashy, but good execution and follow-up that likely resulted in an actual bump in sales, rather than getting top “votes” as best commercial.