Wednesday, May 23rd, 2012
Last June, Subway introduced its new online campaign titled ?Fit to Boom.?
Subway worked with MSN.com and Reveille to develop feel-good content that is aimed at the ?baby boomers? demographic.
According to Tony Pace, senior vice president and chief marketing officer of Subway consumer marketing, the company made a ?substantial investment? in the project. Pace is not only happy with the brand?s first online feature, he says he?s happy about the entire process of making the feature.
?Early indications are it’s resonating,? said Pace regarding the branded online campaign. ?I don’t want to declare victory just yet, but there are real indications it’s pretty good.?
He said the browsers are spending a lot of time on the site, watching multiple stores and viewing Subway promotional clips. The site is also a springboard for a consumer contest, which will award $20,000 for a winner that can make a real life health change. The contest, which is a traffic driver, reeled in more than 1,900 submissions in its first three weeks.
Fit to Boom has several vignettes about older adults, who have had a positive health-based life change. Each clip ends with an opportunity for viewers to click on a short clip about the person, showing his/her favorite Subway menu item.
Pace says, much of the campaign?s success should be attributed to the development of the message. He says that as the economic times worsened, the campaign message became more in keeping with the times.
?I would like to say we were really, really smart and figure all that out from a timing standpoint,? he said. ?But I think if there’s a silver lining from the economic turmoil, we benefited from that because more people are kind of reprioritizing what they want to do.?
Pace says that the point is not to show people that they can start their own business and get rich. The point is that people are capable of making ?interesting and positive changes even at a point in time that most people think you should be winding things down.?
Source: QSRWeb
