Papa John's leverages Twitter, Tony Dungy for Dad's Day promo

 
June 2, 2010 | by
Papa John's is asking customers to sum up their "dad's character" in 140 characters or less on Twitter for the chance to win a year of free Papa John's pizza.
 
To be eligible for the grand prize, entries must include the hashtag #AllProPapa. Papa John's and All Pro Dad executives will determine the winner, judging submissions on creativity and love for dads conveyed in 140 characters or less.
 
The pizza company is also teaming with Super Bowl XLI winning head coach Tony Dungy and his charity, All Pro Dad, a national, non-profit organization dedicated to helping men become better fathers, to recognize fathers for being heroes in their own homes.
 
"All Pro Dad's daily ‘Play of the Day' e-mails emphasize that it's the little things that make a big difference in a home, whether it's having breakfast together, discussing the day's events before bedtime or building a rapport with your child's teacher," said Dungy. "Twitter provides the perfect venue for people to describe the simple acts or family traditions that make their dad an All Pro Papa."
 
In addition to the Twitter contest, $1 of every Papa John's gift card purchased online during the month of June, up to $30,000, will be donated to All Pro Dad.
 
Behind Christmas, Father's Day is the second-highest day for Papa John's gift card sales, as research reflects that fathers prefer experiential gifts such as meals or entertainment. This year marks the first time Papa John's is offering digital gift cards, making Father's Day gifting easier than ever for procrastinators or out-of-town sons and daughters. Cards can be ordered at www.papajohns.com/papacard.

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Topics: Marketing / Branding / Promotion , Papa John's


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