Tapping the “Order Now” button or swiping up on the Papa John’s Valentine’s Day ad will enable people to order a Papa John’s heart-shaped pizza. Promo code “Valentine” unlocks a one-topping heart-shaped pizza for $11, while “BeMine” adds a double chocolate chip brownie for a total of $16.
The Valentine’s Day Lens and heart-shaped pizzas will be available in all U.S. Papa John’s locations through Sunday, Feb. 16.
Snap said that in last year’s campaign, over 25% of users who swiped up on the Papa John’s lens ended up buying pizzas, and 60% of lens views unlocked with the Snapcode came from unique users.
The company added that the 2019 campaign led to a 6% life in ad awareness with Papa John’s customers.