Papa Johns Touchdown Trivia at Super Bowl 51
WORK / PAPA JOHN’S SUPER BOWL LI

Papa John’s – Super Bowl LI Experiential

THE CHALLENGE
As the Official Pizza of the NFL, Papa John’s was launching a new brand campaign the week of Super Bowl LI called “Pizza Family.” Papa John’s challenged Advantage to design two experiential activations for Super Bowl LI that brought forth key elements of the new campaign, integrated founder John Schnatter (as head of the Family!) and brought NFL fans closer to the brand.
Papa John Playing Touchdown Trivia at Super Bowl 51 experiential activation
THE IDEA
Drawing inspiration from the new Pizza Family campaign, the Advantage creative team conceived TWO ideas – one for fans and one for the media!
For the fan activation at NFL Experience, we integrated the “Papa’s Touchdown Trivia” platform (promoted on pizza boxes leading up to Super Bowl LI) into a large scale Family Feud-style interactive game, where “pizza families” challenged each other for big-time prizes and bragging rights. The highest score over the course of the event (labeled the Ultimate #PIZZAFAMILY) won tickets to Super Bowl LII! Throughout the week, we upped the ante and gave fans the chance to compete against current NFL players, including Jadeveon Clowney and Alex Smith. All about the individual awards? No fear. We also included an individual trivia challenge, where fans answered questions about their favorite teams, with the highest scores of the day winning Papa John’s gift cards. Finally, we took things a step further, and incorporated a shareable Snapchat photo opp where fans could pose spinning a pizza. Utilizing customized filters, we added thousands of followers to Papa John’s official Snapchat feed over the course of the nine-day event.

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Over at Radio Row, the mecca for sports talk radio stations during Super Bowl week, our creative team took inspiration from one man’s dream to make a better pizza. We recreated an exact replica of the original Papa John’s “broom closet” pizza shop. Programming at this activation included an exclusive interview with Papa John himself and a pizza-making competition between Papa John, NFL legend Archie Manning and local Houston Texans star Deshaun Watson, providing competitive fun and free pizza to the media.

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Papa's touch down trivia activation at the 51st Super Bowl NFL experience
THE RESULTS
Overall, during the nine days of action leading up to the Super Bowl, we delivered over 19,000 fan interactions, 4,500+ total rounds of trivia (individual & team), and a photo opportunity that garnered 57,000+ social impressions (Facebook & Twitter) and increased Papa John’s Snapchat following by over 2,600 followers. Sounds like quite the pizza party to us!
Side view 3D rendering at NFL experience, for Super Bowl 51
3D rendering of the Papa John's Super Bowl 51 experiential activation
Children sit on the Papa John's stage at the Super Bowl 51 Radio Row
Papa John's Radio Row 3D rendering at Super Bowl

We incorporated a shareable Snapchat photo opp where fans could pose spinning a pizza. Utilizing customized filters, we added thousands of followers to Papa John’s official Snapchat feed over the course of the nine-day event.

Football fans win prizes at Papa John's Super Bowl experiential activation
Football fan wins at Papa John's Super Bowl activation in a game of family trivia