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Global interactive marketing provider ExactTarget announced that Papa John's Super Bowl-themed marketing campaign was named the best cross-channel digital marketing campaign of 2012, earning ExactTarget's annual Power of ONE Award.
Papa John's International Inc. earned the award for its "Free Pizza Fast" campaign that integrated email, mobile, social media, television, print advertising and website promotion to drive sales during the NFL's championship game.
"Papa John's is a trailblazer in digital marketing, creating new and engaging cross-channel experiences for its customers that build loyalty and lasting business results," said Scott Dorsey, co-founder and chief executive officer of ExactTarget. "The team at Papa John's and those across all of our Power of One Award recipients are transforming their businesses with ExactTarget and unlocking the power of digital marketing to connect with their customers."
Papa John's campaign invited customers to vote "heads or tails" on its website to predict which side the official Super Bowl coin would land. As part of the online voting process, the company seamlessly integrated the opportunity to enroll in Papa John's Papa Rewards loyalty program. When the coin toss fell in their favor, Papa Rewards members were automatically sent a unique email, featuring a one-time promo code for a free pizza.
"Our Free Pizza Fast campaign proved to be incredibly successful in generating awareness and participation in our Papa Rewards loyalty program," said Andrew Varga, senior vice president and chief marketing officer of Papa John's. "We've seen the benefits of creating campaigns across all marketing touch points and are honored to be named the Cross-Channel Campaign award recipient."
Papa John's is the Official Pizza of the National Football League and Super Bowl XLVII.
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