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Papa John’s triggers consumer interest with incentivized mobile rewards-based email campaign

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April 23, 2013

Papa John’s is turning to its email database to promote the company’s Papa Rewards program that lets consumers earn rewards every time they place an order, as well as track their progress via the free pizza meter.

The email campaign also highlights the company’s partnership with Viggle, which encourages users to check-in to their favorite TV shows to earn rewards such as free pizza. The email blast is just another way the company is continually working to amplify its mobile initiatives.

“It makes sense for Papa John’s and Viggle to link up since there is a natural synergy as many people order and eat pizza whilst they are watching TV,” said Simon Buckingham, CEO of Appitalism, New York.

Mr. Buckingham is not affiliated with Papa John’s. He commented based on his expertise on the subject.

Papa John’s did not respond to press inquiries.

Mobile rewards
The Papa John’s email subject headline reads “Have a tablet or smartphone? Get more pizza from Viggle and Papa John’s. Learn more.”

The email showcases the company’s partnership with Viggle where consumers can download the Viggle mobile application and check-in to their favorite TV shows, play games and chat with other fans, all while earning points.

Consumers can redeem their points for rewards such as pizza from Papa John’s.

Additionally, the email campaign also promotes the company’s Papa Rewards program.

Consumers can earn reward points every time they order online or via mobile. The more they order, the more rewards consumers will earn.

When users have earned enough points, they can redeem them for free pizza.

Using email for this particular initiative is effective.

Papa John’s is able to reach its database of users and is encouraging sales with a mobile rewards-based program.

More marketers are turning to email to help spread the word out about their mobile offerings.

Mobile portfolio
Papa John’s is no stranger when it comes to mobile.

Last year, Papa John’s rolled out a Kindle Fire app in hopes of providing customers a means to place orders regardless of which platform they are on (see story).

The pizza chain also continued its mobile ordering push with an ad campaign that not only promoted the company’s Buffalo Chicken Pizza, but also encouraged consumers to order it via their handset (see story).

Most recently, Papa John’s made a bigger push into the mobile ordering arena with an initiative that centered around the pizza giant’s new loyalty program (see story).

“For this campaign, the general offer is clear that you check into TV shows with Viggle and in return get rewards like Papa John’s pizza, however I’d prefer to see a bit more information on the mechanics of the promotion explained in the email if possible so that you can gauge how much activity leads to what level of rewards,” Mr. Buckingham said.

“It is a big coup for a relatively unknown brand like Viggle to link with a mainstream consumer brand like Papa John’s,” he said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at rimma@mobilemarketer.com.

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