The challenge here involved increasing the average spend of the Subway customer, improving awareness of new product lines and boosting traffic to the main Subway Scrabble site. The campaign involved customers collecting tokens, or letters, from Subway stores and using them online to win a series of rewards. Both offline and online promotions were then linked by a strong point of sale message to hammer home special offers and incentives.
Customers used their tokens to play the game and, to ultimately, win a free trial of the non-sandwhich products. Aided by a seamless link between the offline and online experience, the game proved a resounding success. We worked closely with the Subway offline marketing division to develop a highly sophisticated Flash-based website with an easy to use backend to showcase the game.
The consumer journey was designed with fun in mind and placed the user firmly at the heart of the campaign. Information gathered from consumer online interaction also proved to be an invaluable marketing resource. Post campaign findings recorded a marked increase in the sales of secondary product lines.
