Papa John’s Pitches Superman DVD in 40 Million Direct Mail Pieces
Papa John’s is marking the debut of Superman Returns on DVD in a big way—in a fully loaded pizza.
The company has rolled out a Superman Pan Pizza filled with seven toppings for $12.99. Each order arrives with a $3 coupon off the Superman Returns DVD. The limited-time offering comes in a branded blue pizza box featuring actor Brandon Routh, who plays the Man of Steel.
Papa John’s is promoting the offer via more than 40 million direct mail pieces, 30-second and 15-second TV spots, print ads and on its Web site. The pizza is available through Dec. 31.
“Pizza and home video entertainment go very well together,” said Jim Ensign, vice president, marketing communication for Papa John’s. “By giving a $3 off coupon for the movie, it will help with holiday shopping. It’s a great tie-in.”
The offer dovetails with Warner Bros. Pictures’ release of the DVD, which hit stores last week.
The campaign kicked off last month with an event in Metropolis, IL, the adopted home of Superman. About 500 slices of pan pizza were served up to residents from a mobile kitchen along with the DVD. Noel Neill, the actress who played the original Lois Lane, accepted the first slice. The direct-mail pitch includes 1,600 offers to customers that live on 400 Lois Lanes for a free Superman Pan Pizza for orders placed online at PapaJohns.com.
The flavors include pepperoni, sausage, ham, onions, black olives, green peppers and mushrooms.
The company expects to deliver more than 1,600 free pizzas as part of the promotion, which ends Dec. 12, spokesperson Tish Muldoon said.
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