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Papa John’s bolsters new rewards program with free pizza incentive

June 13, 2012

Papa John’s is making a bigger push into the mobile ordering arena with an initiative that centers around the pizza giant’s new loyalty program.

The company is running mobile banner ads that not only help get the word out about its Papa Rewards program, but let consumers order pizza straight from their device. Papa John’s is running the mobile ads within Pandora’s iPhone application.

“Papa John’s seems to have two different messages and creative mixed together here,” said Simon Buckingham, CEO of Appitalism, New York.

“The pizza ordering is simple and clear,” he said. “The Papa Rewards is complicated and text heavy,” he said.

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.

New initiative
Papa John’s is running two separate mobile banner ads within Pandora that both promote its new Papa Rewards program.

For example, one of the banner ads features a pizza special – Large pie, two toppings, $10.

When consumers tap on the mobile ad, they are redirected to an optimized landing page that encourages them to earn free pizza fast with Papa Rewards.

Via the landing page, consumers can learn about how they can enroll in the program.

Through Papa Rewards, consumers can earn one Papa Rewards Point for every $5 they spend, including tax and delivery charges when they order using their account.

Consumers can track their progress towards a free pizza via the Papa John’s meter.

Additionally, the pizza giant is also running another mobile banner ad with a call-to-action that encourages users to earn free pizza.

Consumers can also order their favorite pies via the mobile ad.

Users can order delivery, carryout or find the nearest store location to browse ongoing orders.

A mobile campaign such as this is a great way to drive sales, as well as get new and existing customers to learn more about a new program – in this case Papa Rewards.

“I don’t think many people will sign-up for rewards from this mobile campaign, but I think lots of people will order pizza,” Mr. Buckingham said.

Final Take

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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