Two Picks to Win the NFL Loyalty Game
The NFL season not only marks the beginning of rowdy tailgate parties and beer-busting, big-screen BBQs, but also the kickoff of building up those loyalty programs with promotions tied to the sport. Marketers use this mass enthusiasm to add yet-to-be-discovered numbers of new members to the programs, while at the same time showing existing members that these marketers really do know what lifestyles members are interested in.
Here’s one example: Papa John’s, the Official Pizza Sponsor of the NFL, is playing to its most loyal customers while adding new ones by offering the chance to win one of 60,000 free pizzas each week during the regular season.
Papa Reward members, and new enrollees who sign up at PapaJohns.com get the chance to be randomly selected to receive one of the pizzas in the form of 20 Papa Reward points deposited into their account.
Marketing for the promotion includes digital (home page and web banners), social media, email, local in-store marketing, public relations and on-site NFL activation.
As part of the NFL deal, Papa John’s was also a sponsor of the 2010 Super Bowl and in the run up to the Big Game ran a sweepstakes that offered a trip to the game and free Papa John’s pizza for a year.
Under another agreement, (with few details) Courtyard by Marriott is a newcomer to the NFL, signing as the Official Hotel sponsor. It plans to create “memorable experiences” for loyal Marriott Rewards members tied to coveted events, which could include among others the 2011 Super Bowl. The promotions will also target new members.
