Subway Canada got even more than it likely desired when the sandwich chain asked Venture Communications for a robust way to prompt consumers to interact with its brand. The Calgary-based shop came up with the Good Stuff Giveaway, a nationwide promotion and contest that has generated more than 675,000 online entries since breaking on Sept. 25.
Both created and executed by Venture, the campaign is supported by television and radio, in both French and English, as well as in-store support materials and an impressive calibre of online and offline synchronization of tactics. On offer at Subway’s newly created website, www.freshenergy.com, are such prizes as Kia Sorento SUVs, trips for two to Costa Rica with G.A.P. Adventures, electronics from SONY, Columbia and Sport Chek sports gear, and gift cards for Staples and Subway.
The kicker? Players were encouraged to enter as often as once an hour for the gift cards, giving them more chances to win – and providing multiple engagement opportunities for the brand as thousands of hopeful consumers kept clicking through. The initiative increased Subway’s customer database to 250,000 subscribers and produced enviable opps to market to a loyal and engaged online customer base.
