ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Papa John's TEXTra Points promo offers meal deals

All good hosts know that pizza is a staple among Super Bowl party foods, along with chips and dip. In fact, eating pizza while watching a football game is about as commonplace as text messaging.

Ever the early-adopters, marketing executives at Papa John's have decided to pair pizza and texting in a new playoff season "TEXTra Points 4 Pizza" promotion.

Starting last weekend, high-scoring football games equal big pizza discounts. Fans can sign up via SMS or online for the chance to receive 25 percent to 75 percent discounts on pizza at participating Papa John's restaurants.

To enter via mobile device, all pizza lovers need to do is text "Points" to 47272 (4PAPA) and let the games begin.

Papa John's is no spring chicken when it comes to interactive marketing. It was 2001 when the company enabled consumers to order online at

Now, the world's third-largest pizza company is taking advantage of the mobile sphere via text message ordering, which it officially launched in November.

The TEXTra Points 4 Pizza promotion cleverly ties in Super Bowl frenzy, texting popularity and consumer savings all in one. As each round advances toward the Super Bowl, the stakes for pizza-lovers and football fanatics alike will get higher.

During the wild card and divisional rounds, if the score of any playoff game totals 25 points or more, fans registered in the promotion will receive a text message from Papa John's with an exclusive promo code worth 25 percent off a Papa John's pizza.

During the conference championship on Jan.20, Papa John's will challenge the contending teams to score a cumulative 50 points in either game. If the teams meet the pizza maker's challenge, registered fans will receive 50 percent off a Papa John's pizza.

When the Big Game takes place in Phoenix Feb. 3, if the cumulative score is 75 points or more, fans registered for the promotion will receive 75 percent off a Papa John's meal.

All discounts apply to the average national regular menu price of a large, three-topping pizza ordered online the following week.

The company said it expects to sell nearly three-quarters of a million pizzas on Super Bowl Sunday, and that's nothing to LOL about.