Pizza Franchise Explores Game Marketing
Wednesday, March 31, 2010 at 5:14PM 
Papa John’s pizza franchise is offering free pizzas and prizes for Papa’s Pizzeria owners.
X2 Games, the wholly owned publishing subsidiary of award-winning UK developer Exient Ltd, has announced that the pizza redemption mechanic for their iPhone title Papa’s Pizzeria has passed the final testing phases and is now incorporated within the game.
The new mechanic gives players the opportunity to redeem in-game codes for real world prizes when they place an order with Papa John’s Pizza, allowing consumers to not only create Papa John’s pizzas but enjoy the taste as well.
David Hawkins, X2 Games CEO, says: “It was very important to us that Papa’s Pizzeria delivered on the consumer experience people have come to expect when dealing with Papa Johns, and by having these real world redemption offers in the game we think we’ve achieved that.”
David continues: “The idea of in-game currency isn’t new, but the chance to actually redeem against something tangible is certainly something different for the iPhone market, and offers a unique way for Fast moving consumer goods (FMCG) brands to interact with their consumer base”.
Andrew Gallagher, senior marketing manager for Papa John’s GB Ltd, added: “A great customer experience is at the heart of what we do at Papa John’s Pizza. Now Papa’s Pizzeria gives us the opportunity to take the brand to a new audience of tech savvy iPhone consumers in a fun and rewarding way.
“By offering the redemption mechanic we are showing our commitment to this initiative, with a view to looking at other innovative consumer facing promotions in the coming year.”
The redemption mechanic works depending on the level you achieve within the game. From the off, the cost of the game (59p) is met by a discount off the first pizza order, with further free offers tied into the various levels. If a gamer manages to pass level 20 they are eligible for a free medium pizza from Papa John’s.
Reader Comments (3)
I agree, never thought of putting the name tag on the right, but great idea.thanks for sharing
Tha's a nice strategy. Once in a while, we should give the consumers the bonus that they deserve.
This is one of the sure ways to advertise our franchise business.