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Pizza and football go hand in hand, so it's no surprise that the Super Bowl has become the ultimate event for pizza brands looking to reach hungry sports fans. But breaking through the Big Game clutter (and making a lot of dough) is no small task, particularly for companies like Papa John's, which didn't pony up $4.5 million for a 30-second TV spot this year.
Instead, Papa John's will do an end run around the other Super Bowl ads with an on-site activation at the University of Phoenix Stadium and what the company claims will be its biggest social promotion to date.