Success Story: NASCAR Delivers Pizza Ads

Sep 15, 2003  •  Post A Comment

Papa John’s Pizza outlets in Miami had not advertised on cable before a recent NASCAR promotion with TNT and Comcast zoomed its way.
“We had been pitching Papa John’s a long time before the new account execs managed to get an appointment,” said Stella Oliver, marketing manager, Comcast Cable, Miami. “We came up with various promotional concepts, including NASCAR and TNT’s Ready to Race campaign. They really got excited about that one.”
The three-week Ready to Race campaign, available to any multiple system operator carrying TNT, was a sweepstakes for which consumers could register to win various NASCAR premium items and tickets to the Winston Cup series.
“NASCAR is one of the fastest-growing spectator sports, and it increased its viewership more than 20 percent [for the Winston Cup races] over last year,” said Jerry Ware, VP, local ad sales, Turner Network Sales. “NASCAR fans are three times more likely to buy sponsor products. With all of those things, the NASCAR attraction was quite an attraction for the advertiser.”
Papa John’s received point-of-purchase signage in addition to its cable schedule.
“We’ve been able to switch a major advertiser from spending dollars on broadcast to spending it on cable. That’s our motivation when we put together these kinds of promotions. We want them to generate incremental revenue for our cable operators,” Mr. Ware said.
Comcast Miami is at 73 percent market penetration and represents 95 percent of all Miami cable households. Adelphia and Charter Communications represent the rest.