Papa John's targets fantasy football players with new social media marketing campaign
Published August 25, 2010
With the start of the 2010 football season on the horizon, national pizza chain Papa John's has kicked off a new contest for fantasy football players through its Facebook page. The digital marketing campaign emphasizes that Papa John's recently became the "Official Pizza Sponsor of the NFL."
Contestants will need to register their draft picks through Papa John's Facebook fan page, and leagues will be judged by a mix of serious and comical categories, ranging from points scored to food served at league events. The winners will receive the opportunity to attend the real-life 2011 NFL Draft.
Papa John's told MediaPost that fantasy football players spend up to nine hours a week selecting their rosters. The pizza chain decided to leverage that time to generate additional exposure for its brand.
Other pizza parlors have used social networks to promote their brands and products as well. For example, Pizza Hut recently launched a foursquare competition to encourage consumers to "check in" to its retail locations.