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Papa John’s drives pizza sales through new mobile ad campaignBy
The company is running a new mobile ad campaign within Pandora’s iPhone application. Papa John’s has been running mobile ads within Pandora for a while now and is using mobile as another revenue channel.
“Linking mobile ad campaigns directly to tracked mobile commerce sales lift like this seems logical, yet surprisingly few brands and retailers have combined these mobile ingredients,” said Wilson Kerr, vice president of business development and sales at Unbound Commerce, Boston.
“Papa John’s is a pioneer in the mobile space and to see them bridging this gap is no surprise,” he said. “They generated $1 million in mobile sales way back in 2008.”
Papa John’s did not respond to press inquiries.
Slice of mobile
The new mobile banner ad reads “New Five Sausage Pizza. $10.”
When consumers tap on the mobile ad, they are redirected to the company’s mobile-optimized site where they can choose to either get their meals delivered or order takeout.
The mobile site also lets users find the nearest Papa John’s location and browse any current offers.
Additionally, users are encouraged to sign up for a Papa John’s account to stay up-to-date on any promotions and other fun perks.
Consumers who have an account can simply log-in.
For Papa John’s a mobile advertising campaign such as this proves to be effective. Not only is the company promoting its new pizza, but consumers can also order their meal through their mobile device.
Papa John’s has been using mobile advertising to boast its sales and the company is realizing the potential that mobile really brings to the table.
Last year, Papa John’s encouraged food sales via mobile banner ads that took consumers to the company’s optimized site where they could order delivery or carryout (see story).
Most recently, the company launched an application for Kindle Fire in hopes of providing customers a means to place orders regardless of which platform they are on (see story).
Papa John’s also has mobile apps for iPhone and Android devices.
“Using a mobile campaign to drive incremental mobile commerce sales lift will allow them to both justify the spend and shape the campaign on the fly, for maximum upside,” Mr. Kerr said.
“Maybe their new slogan should be, ‘better mobile campaign ingredients, better pizza sales,’” he said.
Rimma Kats is staff reporter on Mobile Commerce Daily, New York
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