SUBWAY
Case Study - Subway
(Interactions)
After building strong consumer relationships for many years, SUBWAY longed to break into the mobile market space.
Challenge
SUBWAY's objective was simple: establish a mobile presence. However, the components included within that objective, including building and managing a mobile database and offering mobile coupons with in-store redemption, demanded high-level solutions.
Solution
Leveraging the visibility and success of their relationship with Jared Fogle, SUBWAY partnered with Vibes to create a nation-wide Text-2-Win campaign, with the grand-prize winner receiving the chance to appear in a commercial with Jared. Consumers were also prompted to opt in to the SUBWAY mobile program, which allowed them to receive mobile coupons redeemable at any SUBWAY location, or to make a small, instant donation to the National Childhood Obesity Fund.
Results
More than 120,000 consumers entered the Text-2-Win promotion and over $1,500 was donated to the Childhood Obesity Fund on behalf of SUBWAY customers.