Papa John's Pizza

Everybody loves pizza. The key is to get them to talk about it. And, more importantly, to get them to talk about MGH's client Papa John's Pizza.

To help accomplish this goal, our word of mouth team developed "Pass the Pie," a social media-based sweepstakes designed to drive consumer conversation online and develop a stronger social media presence for Papa John's in several key markets.

The Pass the Pie sweepstakes provided residents in these markets with the chance to win a year's worth of free pizza, in exchange for spreading Papa John's-related information to their online social circles. Unique to this sweepstakes, entrants were asked to forward Papa John's information to their Twitter and/or Facebook friends as part of the entry process.

To drive buzz about the sweepstakes, MGH leveraged Papa John's existing media buys, reached out to the company's current email list, and asked influential bloggers and social media participants to push the program to their friends and followers.

The campaign was a huge success. Nearly 4,000 people pushed information to their Facebook friends and Twitter followers, generating a half-million impressions. And, more importantly, they ordered pies in droves. The sweepstakes increased Papa John's web orders, helping online sales to account for 30% of total sales during the run of the campaign.