Subway's Way to Dough "Build the Million Dollar Sandwich"
Subway utilized prize coverage and SCAinteractive's services to create the Way to Dough "Build the Million Dollar Sandwich" campaign. The program ran in select markets and gave consumers an opportunity to be virtual sandwich artists and create the million dollar sandwich. The advergame was designed in conjunction with Subway's agency and featured Subway's fresh and toasted sandwiches. Consumers were driven to the promotion website via POP material, TV and radio ads and game tickets distributed at Subway stores. SCAinteractive provided prize coverage on the million dollar prize and managed the huge amount of consumer traffic that was created through the campaign. After the contest closed, the resulting database was used to present unique offers to drive consumers to participating stores.
Objectives:
- Drive in-store traffic
- Build opt-in database
Strategies:
- Online instant win contest
- Fun advergame as virtual sandwich artist
- Million dollar prize coverage
Integration:
- In-store POP material, game tickets and media campaign
- Email campaign to existing database
- Printed ticket with PIN code drove traffic to contest site Way to Dough URL for easy access
Results:
- Huge consumer response
- Increased sales
- Significant increase in database
