The Super Bowl is a great day for restaurants that provide take out, especially in the pizza segment. However, brands across the country are ramping up marketing strategies to compete with the fierce competition. Often this includes ad placement during game breaks, including the infamous commercials.
Papa John's did not purchase a 30 second TV spot for the cool $4.5 million. Instead, the brand has decided to focus their efforts and marketing budget on social media. For the last five months, the pizza mogul has been promoting #UpYourDance, a campaign that invites people to film their dance moves after their favorite player gets a touchdown. At the Super Bowl, the brand will have a mobile kitchen and right next to it will be a place to get their dance on. These dances will be filmed and posted as part of the virtual #UpYourDance contest. Read more about Papa John's plans to reach the 1 million pizza orders on Super Bowl Sunday here.