How Subway is tuning into Spotify Canada
Kathleen Bell, director of national marketing at Subway Canada, on the QSR's plan to connect with a millenial target through the service.
Subway Canada’s director of national marketing Kathleen Bell is hoping the saying “good things come to those who wait” applies to the QSR’s long-standing discussions around getting involved with Spotify for its Canadian launch.
Bell admits that the time it took between the music streaming service first talking about coming to the country in 2012 and its launch on Tuesday was longer than the QSR had anticipated, but adds Subway Canada was there with the music streaming service from the early days.
A month out from Spotify’s official launch, partners like Subway Canada, Coca-Cola, Heineken and Honda Canada had advance passes to give to customers, which the QSR did through a contest on its Twitter account.
Now that the service is live, Subway Canada has announced plans to start running a “Fresh Tracks” promotion in the coming weeks. Users will be able to select a song and add it to the “Fresh Tracks” playlist, after which they will be prompted to enter a content to win a one-year premium subscription to the service and a $500 gift card to the QSR. Media on work with Spotify is from Carat with social handled by Veritas. The contest will be promoted through Subway Canada’s Facebook and Twitter pages.
Bell says the work that Subway Canada is doing with Spotify appeals to the brand’s core target demo of millennials while also being heavier on engagement and connection points than typical media work from the QSR.
“Music taste is very personal and this builds on that,” she says. “It links to the Subway sandwich, everyone has their own preference like they do with music. Spotify nailed our strategy of connecting with that customization point.”
Subway Canada is the exclusive QSR advertiser on Spotify Canada, running spots on the service’s free ad-supported version until the end of the year.