A smartphone-focused U.K. campaign from Net Media Planet for Papa John's was able to increase profit per pound spent on mobile advertising by 139% on a 79% increase in revenue generated. The campaign's results were better than those of campaigns involving discounting. "Through their creative and lateral thinking, Net Media Planet has delivered an effective new way of generating sales without needing to discount," said Andrew Gallagher, marketing director of Papa John's U.K.

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