Papa John's, the Official Pizza Sponsor of the NFL, today unveiled its Super Bowl XLVI Coin Toss Experience, which includes a free large one-topping pizza and 2-liter Pepsi MAX for those enrolled in the chain's rewards program. The giveaway is good only if fans correctly call the Super Bowl coin toss.
Fans can make their "heads" or "tails" call for the coin toss by voting online today through Feb. 1. "Papa" John Schnatter, founder and CEO, will announce the result of America's vote Feb. 2 on the NFL Network in Indianapolis and via social media.
If America's call is correct, everyone enrolled in Papa Rewards as of 6 p.m. ET Super Bowl Sunday will receive an email the following day with instructions on how to claim their pizza and Pepsi MAX prize.
Pepsi became the exclusive drink of Papa John's in November.
"This won't be an easy call for America, but as the Official Pizza Sponsor of the NFL, it's an easy call for Papa John's to offer a promotion like this to our loyal customers," Schnatter said. "The Super Bowl is the largest stage in all of sports, and it's the biggest sales day of the year for us."
Papa John's has recruited Super Bowl champions Peyton Manning and Jerome "The Bus" Bettis to spread the word about the coin toss vote.
The players will be featured in Papa John's marketing blitz throughout the next two weeks leading up to Super Bowl XLVI, Feb. 5 in Indianapolis. The integrated campaign includes a national television commercial featuring Manning and Bettis that first aired during Sunday's NFC and AFC Championship games; digital media advertising; social media (#freepapajohns); and interactive, video-rich Web pages at PapaJohns.com.
"We're going all out with quality players like Peyton Manning and The Bus to make sure our customers have a great experience with the highest-quality pizza," Schnatter said.
The coin toss is held between the singing of the National Anthem and kickoff. In 45 Super Bowls, heads has been called 23 times and tails 22.
Last year for Super Bowl XLV, Papa John's set a single-day sales record by selling more than 1 million pizzas, driven in part by offering a free large pizza to everyone in America if the game went into overtime. In the fourth quarter, the teams were separated by only 3 points; however, to this day, no Super Bowl has ever gone into overtime. This year's coin toss promotion offers better chances for Papa John's fans.
Papa John's is in the second year of a multi-year sponsorship with the NFL.
Check out the new commercial featuring Manning and Bettis, alongside Schnatter.
Read more about marketing and promotions.