Case Study: Subway Singapore sends fans on a hunt for free sandwiches

Background and aim

Already a popular fast food option in Singapore, Subway decided to leverage its strong social-media following to promote its latest sandwich.

Execution

Subway collaborated with social marketing arm Rally and media agency Initiative to craft a campaign targeted at Singaporeans of all ages. The campaign combined on-the-ground as well as social-media activation. Singaporeans were encouraged to locate ‘the Subway man’, whom they could track online. Once they found him, they stood a chance of winning a free pastrami sub.

The integrated campaign spanned YouTube, Twitter and popular blogs, driving traffic to Subway Singapore’s Facebook page, where an application disclosed the location of the Subway man.

“The campaign encouraged users to explore social media, and from there we took the digital experience and gave it real-world implications,” explained Christopher Brooks, digital director, Initiative Singapore.

Results
More than 500 social-media users won free subs, generating an 11 per cent increase in Facebook likes on Subway Singapore’s page. More than 2,000 fans shared the campaign through social networking, increasing campaign viewership by more than 17,000 views. This initiative succeeded in increasing fan engagement by 466 per cent.