REAL WORLD MARKETING

Miscellaneous observations from an educational communicator’s perspective

Hold the anchovies, and other recipes for social media success Papa John’s leveraged social media to generate buzz and online chatter at minimal expense this summer with a “Specialty Pizza Challenge” Contest. Customers were invited to create their own pizza, write a catchy title and description, and harness the power of Facebook and other media outlets to garner support for the new recipe.

After receiving 12,000 entries, Papa John’s selected three finalists and gave them each $1,000 to market their pizza, which was added to the menu during the month of August. The creation that won the largest share of sales, the “Cheesy Chicken Cordon Bleu,” was declared the winner. In the end, the contest winner was successful because she was a better marketer, not necessarily a better pizza creator. But the real winner here is Papa John’s: for $3,000, they received a ton of advertising via social networks, all put in motion by the contestants.

Contributed by Theresa

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