Papa John's has launched a promotion, "Skies to Pies," offering customers of Spirit Airlines who have lost their loyalty points through the company's abrupt shutdown. The promotion is part of a trend of brands capitalizing on viral mishaps, public meltdowns, and corporate controversies with giveaways. The company's SVP of Brand Marketing at Papa John's, Shivram Vaideeswaran, stated that while it cannot fix cancelled flights or lost membership points, it hopes to offer a smile and a delicious pizza for those affected by the airline's cancellation or loss of points programs. This move aligns with a trend where brands use these moments to gain real-time engagement and loyalty sign-ups.