Industry News | August 16, 2010

Subway, Playstation Pair Up In 'Fiery' Promo

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Subway restaurants and Sony Computer Entertainment America LLC announced a marketing alliance that will offer Subway diners and PlayStation fans the opportunity to instantly win PlayStation prizes before they are available to buy in stores. The prizes will total more than $1 million in retail value and will be awarded at the rate of one prize per minute during the promotion period.

“This alliance brings Subway consumers another fresh first, the opportunity to experience the new PlayStation Move before anyone else,” says Tony Pace, chief marketing officer of the Subway Franchisee Advertising Fund Trust. “As a brand that values active lifestyles, Subway is pleased to join PlayStation in the launch its new active gaming platform and offer our fans this exclusive opportunity.”

The collaborative endeavor, entitled “Fiery Footlong Frenzy Fueled by PlayStation,” will feature Subway’s spiciest sandwiches to date—dubbed Fiery Footlong subs—including the spicy New Turkey Jalapeno Melt and the back-by-popular-demand Buffalo Chicken. When they also order a 32-ounce drink, diners will have the chance to win a wide variety of PlayStation prizes, including the highly anticipated PlayStation Move motion controller, before they become available for purchase in stores in September.

“PlayStation consumers are accustomed to being the first to have access to innovative technology unlike anything on the market,” says Ginger Kraus, senior director of brand alliances at Sony Computer Entertainment America LLC. “We are thrilled to team up with Subway in the U.S. to carry on this tradition, and extend the PlayStation experience through strategic partnerships like this that will ultimately benefit fans of both PlayStation and Subway.”

The program will offer consumers the chance to win the latest in active gaming and entertainment technology, including: PlayStation Move motion controller software bundles; collector’s edition boxes of “Gran Turismo 5” and “LittleBigPlanet 2,” as well as “UNCHARTED 2: Among Thieves Fortune Hunter Edition”; Sony Bravia 3D TV and HDTV entertainment packs; PSP (PlayStation Portable) entertainment packs that include a movie, game, and PSP 3000; and Sony Bloggie Cameras, among other prizes.

Consumers can join the frenzy by redeeming codes from 32-ounce drinks, specially marked Sun Chips Monterey Jack and Sundried Tomato multigrain snacks, and specially marked Subway Breakfast sandwiches. Consumers who purchase these items in store can participate by entering the codes at SUBWAYFreshBuzz.com, via mobile device on SUBWAYFreshBuzz.mobi, or via text message to 87963. Participating consumers will learn instantly if they have won.

The Subway Fiery Footlong Frenzy Fueled by PlayStation will be supported by cobranded in-store and online marketing assets, as well as a national promotional TV spot. The in-store elements and advertising campaign will premiere August 16, in conjunction with the program’s launch.

The campaign will also feature a variety of interactive social media elements. Consumers will be able to participate by paying close attention to @SUBWAYFreshBuzz on Twitter, as the brand will periodically share “frenzy alerts” within special Tweets, dubbed “Fire Drills” where consumers will have additional chances to win.