In a move by Papa John's and their digital advertising folks comes the latest and greatest way to utilize Facebook's "like" feature (for those who didn't already know, FB no longer allows consumers to become fans of a business but can 'like' them). As this MediaPost story suggests, the brand is looking to consumers to suggest the next new specialty pie. And in the process, they're gaining free fans.
Take a look at the promotion below...
Very simply, Papa John's is utilizing the "like feature" to sign up customers. There are a few ways they're doing that here.
The first, and most obvious way, is that if a user wants to submit their own unique pizza recipe (with the chance to "Win a Slice of the Sales"), they have to 'like' the brand and then submit the unique combination of ingredients.
When people go to Facebook.com/PapaJohns, in addition to entering the toppings list they have devised, they also have to write a brief rumination of 250 words or less what makes their pizza unusual, special, or generally audacious for a chance to win. The company is judging the pies on appeal, taste, creativity of the name and the quality of the back story on how the contestant dreamed up the pie.
But the real value in this contest comes in the judging process. Any user who submits a recipe will certainly then tell their friends to vote for them so they can win. Of course, in order to submit a vote, you have to 'like' the Papa Johns Pizza Facebook page. That is where the Papa is gaining free "fans."
Does your company have any cool and creative measures like this to gain free CRM? Thoughts on this promotion by the pizza giant?
(A quick note to thank digital media strategist Justin Scarborough of BBDO for the heads up on this.)