Crowdsourcing is one of the most exciting trends in social media. It’s been utilized by forward-thinking media organizations like the Guardian and now we’re seeing it being used to great effect by franchising.
Pizza franchise Papa John’s have shown the potential of crowd sourcing of late by seeking more input from customers and fans on Facebook and the internet. They’ve launched their Papa's ‘Specialty Pizza Challenge’ this year, which asked people to submit people pizza recipes and ingredients in April. They received over 12,000 replies over the last three months and are now trying to find a winner for the contest. Three people- Blair Dial, Barbara Hyman and Kendra Chapman - have been shortlisted and are now marketing their pizza recipes themselves.
Jim Ensign, Papa John’s VP of digital marketing told Clickz that the campaign is a “natural evolution of our use of word-of-mouth. The technology gives us more tools”
As our 2010 Pizza Franchise Report told us, pizza franchises cannot rest on their laurels. They must be vigilant in their marketing. This is just the latest exciting social media campaign launched by a franchise and we wish all the semifinalists the best.