Seems sandwich chain Subway is really going after hockey lovers. Earlier this month, they announced a sponsorship of CBC mockumentary The Tournament, a series about hockey dads. And beginning Dec. 25, they’re going after the mobile-toting, sandwich-eating set with a national text-in-to-win promo called ‘SUBtxt Hockey Trivia’. Every sub sold at Subway will be stickered with a unique PIN, prompting a hockey trivia question. ‘Every correct answer gets two points and every wrong answer nets one point – much like hockey’s score assist model,’ says Gary Schwartz, president of Toronto-based Impact Mobile, the mobile aggregator behind the campaign. Subway noshers are then entered into a draw to attend the Canadian Hockey League (CHL) Memorial Cup game in February. Hockey arenas hosting CHL games will also have branded rink boards inviting attendees to text in to play, drawing traffic to a Subway restaurant and ultimately to a specially-created microsite found at hockeysubway.com. ‘People will be invited to opt-in to receive ongoing hockey news as part of a larger, online CRM strategy for the brand,’ adds Schwartz. ‘The goal here is to drive sales and equate hockey with Subway and the CHL.’ TV spots, POS materials and bag stuffers round out the campaign. Media buys were done by MBS.
