Beginning on Valentine’s Day, users of a promotional application will have the chance at a free pizza from Papa John’s every Tuesday for the next four weeks.

The promotion comes about through a collaboration with T-Mobile, who will sponsor the contest on its popular T-Mobile Tuesdays app. This year marks the giveaway’s second year.

“The T-Mobile Tuesday’s program is a wonderful vehicle for T-Mobile to reward the loyalty and the engagement it receives from the people it serves,” said Michael Becker, managing partner at The Connected Marketer Institute. “What I like most about this program is that they’ve considered the individual’s needs, they’ve made engagement with the program straight forward, easy and simple.

“Moreover, there are multiple layers to the program, not only do people have the chance to get a free pizza; they also can obtain pizza discounts and access to other incentives, like Lyft rides, movies, and more. There do not appear to be any strings attached — you just need to be a customer and they’re saying thanks by giving back.”

T-Mobile Tuesdays
On one Tuesday during the next four weeks, T-Mobile customers will receive a large or pan single-topping pizza free of charge by checking the app each week on each line of their accounts.

In addition, those customers will receive 25 percent off any regular menu online orders from Papa John’s on those Tuesdays.

When users see the free pizza on the T-Mobile Tuesdays app, they must claim it that Tuesday. They then have the rest of the week to order online and redeem the pizza.

Users will also receive a Valentine’s Day reward in the form of a $15 Lyft ride and a free FandangoNOW movie rental.

Grand prize winners will win a “party room makeover,” which includes a new TV, sound system and a Papa John’s pizza party.

Since launching last summer, the T-Mobile Tuesdays app has been downloaded more than 11 million times, and more than 6.2 million T-Mobile customers have accepted over 30 million gifts on Tuesdays including free movies, gas discounts and food.

Earlier this year, T-Mobile also debuted a gifting function in the T-Mobile Tuesday app, allowing customers to share select weekly gifts with friends and family. Since then, T-Mobile customers have used the feature over 250,000 times.

Papa John’s
The pizza company has been involved in expanding its mobile presence over the course of the past few months. It recently looked to take its mobile properties to India, which is experiencing booming growth in mobile penetration (see story).

And it became one of the latest retailers to incorporate the Visa Checkout option on payments, gunning for the seamless, frictionless payment experiences that is currently en vogue within ecommerce (see story).

“It appears that T-Mobile’s focus is to reward the loyalty of its customers, which is laudable,” Mr. Becker said. “However, T-Mobile most certainly should benefit from this program.

“Non-T-mobile customers may recognize that T-Mobile cares and is giving back to those people that are helping it grow and succeed. They may look at this and compare it to what their carrier is doing form them, which is often nothing, and choose to switch.”