Retailers shift their ad spending from TV, radio and print ads to digital ads.
The two brands are texting customers with offers for Sony PlayStation prizes.
To promote its new line of spicy submarine sandwiches, the Subway restaurant chain is cooperating with Sony Computer Entertainment America LLC in an online marketing campaign that offers consumers the chance to win new Sony PlayStation products before they’re available in stores.
The campaign, entitled Fiery Footlong Frenzy Fueled by PlayStation, encourages consumers to get a promotion code with the purchase of a 32-ounce drink along with a Fiery Footlong sandwich, such as Buffalo Chicken or Turkey Jalapeno Melt. Subway also gives consumers codes with purchases of other products, such as multigrain SunChips snacks and select breakfast sandwiches.
Customers then send a text message with the code to Subway or enter it online at SubwayFreshBuzz.com or through a mobile phone at SubwayFreshBuzz.mobi; Subway then returns an instant answer to indicate if the customer has won a prize.
“Mobile has played an increasingly significant role in this campaign and we expect this to continue throughout the duration of the campaign,” says Jeff Larson, Subway’s vice president, marketing development and activation.
Prizes include Sony’s new PlayStation Move motion controller for use with PlayStation electronic games, Sony Bloggie cameras, PlayStation Portable entertainment packs and individual electronic games. The PlayStation Move is not due for release in stores until Sept. 17.
The campaign also lets customers sign up to receive text message and Twitter alerts, or “Fire Drills,” that tell recipients about new ways to win prizes as part of the promotional campaign.
The restaurant chain is promoting the campaign in national TV spots, in its stores and online. The online content includes images at SubwayFreshBuzz.com and SubwayFreshBuzz.mobi and Facebook Like buttons that let customers share their interest in the promotional campaign on their Facebook pages.
“Consumer response to the campaign has been extraordinary,” Larson says. “The campaign has helped amplify consumer awareness and build a trial for our Fiery Footlong sandwiches. The buzz has been very positive, and we’ve seen a noticeable increase in our Twitter and Facebook following.”