Dive Brief:
- Papa John’s, the world’s third-largest pizza delivery company and official NFL pizza sponspor, created and released a hip-hop song called “Cowboys20” as part of a larger promotion for the Dallas Cowboys football club, per a press release. The song is part of the pizza company's Cowboys20 pizza deal, now in its fourth year, offering fans 50% off a regular price menu item when the Cowboys scored 20 points or more in a game.
- Papa John’s released the hip-hop track on SoundCloud for download so fans can use it to create their own music videos or a lip sync video using the Dubsmash app. The brand encourages fans to share their homemade videos on Facebook, Twitter and Instagram via the #COWBOYS20 hashtag.
- The deal lasts through the Cowboy’s season, but is only valid in participating Dallas, Austin and Waco-area Papa John’s locations.
Dive Insight:
Music is part of the game-day experience for football fans and Papa John’s wants to capture that spirit and create something unique for Cowboys fans, said Steve McNeil, vice president of operations for Papa John's, in the press release. While the song is tied to a longer-running discount promotion based on Cowboy’s game results, the chain is aiming for broader appeal by making it easy for fans to create user generated content (UGC) that is likely to appeal football fans everywhere. As such, it points to enduring appeal of UGC for brands looking for ways to breakthrough and get noticed in a cluttered media landscape with content and experiences that come across as more authentic than an ad and make it easy to gain earned exposure.
Hip-hop has become a music genre brands have been turning to more frequently. Recent examples include a new campaign from the Gap that juxtaposes Cher and hip-hop star Future performing Sly and the Family Stone’s “Everyday People” together to celebrate what they have in common rather than their differences, the Finish Line tapped hip-hop trio Migos for a creative partnership that found the group handling creative control over some product spots, and earlier this summer Chipotle turned to legendary WuTang Clan creator and producer RZA for an immersive digital experience that included sounds and visuals.
