• August 28, 2009

Pizza chain Papa Murphy's has added thousands of members to its online loyalty or "eClub" (membership up by more than 10%) since introducing, in June, a new sweepstakes that offers a grill as a prize, according to the company.

The sweeps allows customers who log on to learn how to grill a Papa Murphy's "Take 'n' Bake" pizza to register to win a "world class" grill.

The "Introduce Your Grill to Greatness" campaign was developed by Periscope and uses ExactTarget's triggered messaging and dynamic content capabilities to deliver emails that feature coupons and product information based on the subscriber's location.

The fifth-largest domestic pizza chain, with more than 1,100 franchised and corporate locations in 32 states and Canada, Papa Murphy's is planning to add nearly 100 new U.S. stores by the end of 2009. --Karlene Lukovitz