Brittney P. Marshall proposes the "Raving Fans" campaign for Papa John's to utilize social media. The campaign aims to increase brand awareness, encourage consumer conversation, and create brand loyalty. It includes launching a customized Pandora station and microsite blog, Facebook contests with deals and updates, a Foursquare check-in sweepstakes, and Google AdWords campaign. The campaign runs from 3 months before the Super Bowl through the day of, with metrics including click-throughs, conversations, check-ins, and analytics to measure success in driving fans.