Oct. 15, 2012
Papa John's is partnering with six-time Grammy Award-winning singer Taylor Swift to promote the release of her latest album, Red.
Papa John's is offering customers the opportunity to engage with the brand and Taylor's new album through a variety of channels, including the ability to purchase Red and a large one-topping pizza for $22 in-store or online beginning Oct. 22.
Available now at papajohns.com/taylorswift, customers can sample Taylor's latest video on "Papa's Pizza Party Playlist," shop for Taylor merchandise packages, and enjoy a 25-percent savings on regular priced orders through the limited-time "Taylor Swift Pizza Party" offer, using the promo code 25RED for online orders. The offer is good through Oct. 21.
Promotional components of the partnership between the musician and the pizza chain include a customized four-color large pizza box, in-store point-of-purchase elements and a Web page – all featuring Taylor's image from the Red CD cover.
"We're thrilled to partner with Taylor Swift on the launch of her highly anticipated CD, Red," said John Schnatter, Papa John's Founder and CEO. "It's a successful combination of No. 1's. Papa John's is No. 1 in the American Customer Satisfaction Index and the Harris Poll Equitrend Study, and Taylor has spent weeks at No. 1 atop Billboard's all-genre Hot 100 chart and topped the iTunes charts in 32 countries."
Papa John's is also sponsoring the "Taylor Swift Worldwide Radio Remote," bringing Taylor to fans across the country live from Nashville, Tenn., on Oct. 26. More than 70 radio stations will participate and provide fans with the opportunity to win "Taylor Swift Pizza Parties" from Papa John's.
"I'm excited to be partnering with Papa John's for the launch of my album, Red. I love the idea that fans can order my CD with their pizzas," Swift said.
Red contains 16 tracks, all written or co-written by Taylor – 10 penned solo and six with co-writers. The album's lead single, "We Are Never Ever Getting Back Together," set the record for the biggest digital sales week ever for a female recording artist. Since that record, the three additional tracks that have been made available for download exclusively at iTunes leading up to the CD's Oct. 22 launch have all reached No. 1 (all genres) within hours.
Read more about marketing, branding and promotions.