A year after advertising during the Super Bowl resulted in the largest sales day in company history, Papa John’s approached Super Bowl XLV with the goal of breaking that record via a two-week integrated marketing communications blitz.

Activating its status as the Official Pizza Sponsor of the NFL, Papa John’s creatively "inserted" itself into the game without investing in a TV spot. Instead, leveraging the NFL’s new overtime rules, Papa John’s offered everyone in America the chance to win a free large pizza should Super Bowl XLV go into overtime. All consumers had to do was register online for Papa John’s new customer loyalty program, "My Papa Points."The brand supported the offer through a strategic cadence of traditional and social media that captivated the nation by providing consumers with equity in what turned out to be the most watched television program in history, generating more than 1,500 stories and reaching 204 million consumers – nearly double the record 111 million who tuned into the game. Super Bowl Sunday resulted in the largest sales day ever for Papa John’s – more than 1 million pizzas sold – and a 400 percent increase in the company’s customer loyalty membership.

Secured Dallas Cowboys’ wide receiver Miles Austin as spokespersonLeveraged founder "Papa" John Schnatter for interviews leading up to Super Bowl Sunday- Designed Web site to serve as virtual hub for campaign, consumer engagement and loyalty program registration- Supported activation through social media engagement with consumers via twitter updates, Facebook posts- Offered advance announcement of overtime program with high profile national media – USA Today and The New York Times- Leveraged relationship with Ryan Seacrest for earned sweepstakes opportunity through On Air with Ryan Seacrest, Ryan Seacrest.com and Ryan Seacrest’s personal Twitter handle- Leveraged relationships with multiple Hollywood celebrities for mentions of the program through social media channels - Created second burst of coverage through exclusive announcement with Associated Press – every 45 seconds on Super Bowl Sunday, Papa John’s would give away free pizza to online customers- Developed local market toolkit for franchisees.

- Reinforce Papa John’s Official Pizza Sponsorship of the NFL and Super Bowl XLV- 1,555 media placements; 204.5 million impressions – nearly double the record 111 million people who tuned into the game – including Good Morning America, ESPN, CNBC, TIME, SI.com, ESPN.com, hundreds of pop culture/sports blogs and more- Increase visibility, awareness and registration of My Papa’s Points loyalty program- Enrolment up 400% in two weeks; more than 1 million members to date- Engage consumers through social media to drive Facebook fans and Twitter followers - 459,421 unique visitors to www.papajohnsot.com- 93,622 views of dedicated Facebook tab; 45,199 additional Facebook fans- 1,005 new Twitter followers; 2,931 unique tweets, reaching 12.4 million people- Increase sales transactions, specifically online sales, over historic levels- More than 1 million pizzas sold Super Bowl Sunday; largest sales day in company history- Online sales mix significantly exceeded corporate goals