Industry Case Study: Subway Celebrates with Mobile

Campaign Overview
Subway continues to promote the story of Jared Fogel, “The Subway Guy.” Jared lost more than 240 pounds by eating the healthy selection of Subway sandwiches. Since Jared and Subway’s advertising partnership began in 2000, Subway sales have more than doubled to $8.2 billion.

Subway continues to find creative ways to promote the Jared Fogel phenomenon. Most recently the “Tour de Pants” campaign celebrated Jared maintaining his weight loss for 10 years and his plan to “retire” an old pair of 62-inch jeans to a museum. For this campaign, Subway added an interactive mobile component.

Mobile Objective
Leverage Jared Fogel’s popularity and enhance Subway’s relationship with loyal customers by creating a mobile marketing channel.

Marketing Tactics
Mobile subscribers entered to co-star with Jared in an upcoming Subway commercial. Subway included calls-to-action on its in-store promotional ads and website. Aspiring actors simply texted JARED to SUBWAY (782929).

Conclusion
With a new direct-to-consumer mobile marketing channel, Subway has created an exclusive subscriber list to engage loyal customers. The flexibility of mobile marketing allows Subway to send news, updates, coupons, discounts and promotions and reach mobile consumers who have requested to receive text alerts and can drive traffic to targeted locations to increase sales nationally or selected regions. With mobile campaign analytics and reporting tools, retailers can view results and edit campaigns in real-time.

For more information on Jared’s story visit the Subway Fresh Buzz website. For more information on mobile marketing, please visit www.msgme.com.

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For more information on mobile marketing or Waterfall Mobile, please visit www.waterfallmobile.com or contact sales@waterfallmobile.com.