Aug. 25, 2009
Take 'N' Bake pizza chain Papa Murphy's is building its online fan club with a new sweepstakes that allows customers to register to win a barbecue when logging on to learn how to grill a Papa Murphy's Take 'N' Bake pizza.
Developed by Periscope and powered by one-to-one marketing provider ExactTarget, Papa Murphy's "Introduce your Grill to Greatness" campaign has already boosted membership in the company's online e-mail loyalty eClub by more than 10 percent since launching in-store and online in June.
"This campaign allows us to showcase grilling as a great way to bake Papa Murphy's pizza and provides customers a chance to win a world-class grill," said Mark Stickler, Papa Murphy's vice president of brand marketing. "By inviting customers who register for the sweepstakes to join our e-mail eClub, we've been able to welcome thousands of new subscribers."
Built on ExactTarget's triggered messaging and dynamic content features, Papa Murphy's e-mail program automates the sending of specialized emails that include coupons and product information based on the subscriber's location.
Papa Murphy's is on track to add nearly 100 new stores in the United States before the end of the year and will enter new markets next year including Alabama, Florida, Louisiana, North Carolina, Tennessee and Texas, as well as Las Vegas and Los Angeles.