As the Super Bowl looms, businesses find ways to hook new customers

January 27, 2011

Papa John’s pizza – a chain with locations in Saginaw, Bay and Midland Counties – found an ingenious way to reach out to new and existing customers just in time for the Super Bowl. The company is luring in hungry clientele with the promise of free pizza on one condition. The game must go into overtime.

It’s an appropriate marketing ploy. With the Super Bowl nearly upon us, Mid-Michigan residents will surely be gathering with friends and family to tune in. And pizza is a natural match. The company is banking on building business and fostering customer service at the same time.

To be eligible to enter, customers need only register for Papa John’s customer loyalty program on the website by Feb. 5. If the game – Super Bowl XLV between the Pittsburgh Steelers and Green Bay Packers heads into overtime Feb. 6, Papa John’s will grant all those registered with enough “Papa Points” to receive a free large three-topping pizza, redeemable from any location. shared the news and this statement from Andrew Varga, chief marketing officer for the pizza giant:

“The Super Bowl is the largest stage in all of sports, and being the official pizza sponsor of Super Bowl XLV, there’s no better event or day to serve as a platform for our largest offer ever,” said Andrew Varga, Papa John’s chief marketing officer, in a statement.

Super Bowl XLV is Feb. 6 at the Dallas Cowboy’s $1.3 billion stadium in Arlington, Texas.

But the odds are with Papa John’s. In 45 years, no Super Bowl has gone into overtime.

Has your business ever built a marketing program around a major annual event? How did it perform? Tell us about it in the comments section below.

This post is brought to you by the good folks at Dale Carnegie Training of Mid & Northern Michigan. We would love to connect with you on Facebook.

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