This document outlines Papa John's digital marketing strategy to build brand awareness and compete with Pizza Hut and Domino's using social media from Summer 2011 through January 2012. The strategy aims to leverage teenage kids' preference for pizza by utilizing social media platforms like Facebook promotions and Groupons to get their target demographic involved with Papa John's and measure success through engagement metrics. The timeline concludes with evaluating success at Papa John's annual college football bowl game event.