Papa John’s has teamed up with Game, the UK’s largest video games retailer, in a bid to boost the awareness of the take-away pizza brand’s online service.
The Great Night In joint promotion will offer incentives to regular online users of both companies. Customers who place orders on Papa John’s recently revamped website will be offered £5 off a Game product, while visitors to the Game site will receive the same discount off a pizza order. The discounts are exclusive to online customers.
Papa John’s marketing director Jean Michel Fabre says: “Our main aim now is to drive users to the site so that people realise the changes we have made, but to do that we need to forge third-party links that give us access to like-minded customers that we know our offer will appeal to.”
The initial promotion will run until mid-November. Game online marketing manager Delmeza Callum believes that it could mark the beginning of a long-term link between the two brands.
She adds: “Along with the discount offers we will also be running competitions and ads on both sites, offering us several ways to engage the target customers.”
Papa John’s will distribute over 5 million promotional leaflets during the period, and visitors to its site will be able to link to Game and see the latest and forthcoming releases.