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Papa John's - Playing a Better Game

Playing a Better Game

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THE ASK

Develop a testable strategy to increase sales through creative and paid media efforts.

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THE INSIGHT

The “gamer” audience offered Papa John’s a surprising and untapped demographic in the pizza category.

THE OPPORTUNITY

To connect with the large gamer consumer segment consisting of 30-something pizza lovers, who are split equally along gender lines, we created a gamer-themed campaign that spoke to gamers in their language, with gaming-exclusive offers and activations to drive deeper engagement.

PJ QuakeCon

THE CONCEPT

#GameBetter – The brand position of better ingredients and better pizza, now for the gamer in us all. Because gaming is just better with pizza. Through creative and promotions directly made for gamers, we connected on an emotional level and related to their culture in a way that created advocates, engagement and ultimately sales.

DIGITAL & SOCIAL

Through a holistic digital strategy and execution that included social media, social listening, programmatic media, video everywhere, and event activations, we connected with a group of pizza lovers looking for engagement.

THE RESULTS

Our gamer creative and media test has consistently out-performed campaigns aimed at all other customer segments, returning outsized social engagement, and impressive digital media performance, while nearly doubling the client’s typical campaign ROI.

 
GET IN TOUCH

We challenge underdog brands to think differently. We help them find their voice, and urge them to blaze new trails to make sure they stand out from the pack. Whether you need an agency of record or support on a project, we are here to help you win.

The dog says woof!

17120 DALLAS PARKWAY
SUITE 200
DALLAS, TX 75248

T

E

972.331.7000

[email protected]

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