The world has been alight with World Cup mania as international football teams go head-to-head in Russia, striving to make their country proud. Though England lost in the semifinals this past Wednesday, the World Cup has been a win for franchise marketing teams who have turned the football frenzy into profit with well thought out and clever advertising campaigns. In this week’s Friday Franchising News, ahead of the World Cup finals this Sunday, we’re taking a look at how franchises have successfully used the thrill of the World Cup to market their businesses and generate interest in their products and services.
Papa John’s Encourages Fans to ‘Keep Calm and Kammy On’ During the World Cup
Papa John’s wants football fans to ‘Keep Calm and Kammy On’. In honour of the World Cup, Papa John’s has teamed up with football commentator Chris Kamara, or ‘Kammy’, to bring calm to England during the tournament by putting the attention on pizza. As football fans gather to share the emotional ups and downs of rooting on England, pizza will be there as a calming influence. The campaign depicts Kammy and fellow pundit Jeff Stelling re-enacting typical living room scenarios during a match, with Kammy becoming the calming influence as he becomes more engaged with the Papa John’s pizza meal deal. Papa John’s will be running its ‘unbelievable’ meal deal throughout June and the first half of July. During the promotion, fans can get any large pizza and any two sides for only £18.99.
Drain Doctor Assists Customers to Victory During the World Cup
Drain Doctor launched a World Cup marketing campaign for its network of over 50 franchises in the UK in celebration of England’s advancement in the tournament. Drain Doctor is part of the Dwyer Group UK’s family of brands and has made a significant push in its marketing investment since the UK master license was acquired in 2015. The franchise’s World Cup promotion targets commercial customers such as pubs and clubs around the UK in order to inform, communicate, and educate these businesses about preventative measures they should have in place during this exceptionally busy period. In addition, Drain Doctor has also produced a national awareness campaign called So Much More, which tells the story of the brand’s dedicated technicians and how the franchise is ‘so much more’ than just plumbing and drainage.
Driver Hire Hosts Its Own Football Tournament
Getting into the World Cup spirit, Driver Hire decided to hold its own football tournament. Driver Hire’s football match raised money for Driver Hire’s Benevolent Fund, which supports Driver Hire’s network of staff by providing financial support to drivers that fall victim to accidents or experience the death of a family member. The match was organised by the franchise’s Gatwick office and pitted team Driver Hire XI, made up of players from Driver Hire’s nationwide networks, against team Driver Hire Group Services/Paystream, made up of Driver Hire’s key service suppliers. The day was a huge success, nearly eclipsing the World Cup and raising just less than £3,000 for the cause.