"We develop our ads to be consistent with the Quiznos brand character—edgy, provocative, and humorous,” says Trey Hall, chief marketing officer for Quiznos. “We want people to be entertained by our brand but above all, we want them to try the Double Cheese Cheesesteak and share their delicious toasty experience with others. For this campaign, we're using social media channels to extend the reach of a traditional 30-second TV commercial and engage consumers with a challenge to hone in on the nuances of the ad."
For four weeks, Quiznos fans can enter into the sweepstakes online by correctly answering questions about the commercial. One grand prize winner will receive a SpaBerry jetted hot tub, and ten second prize winners will receive $50 gift cards. Versions of the commercial posted on YouTube and Facebook can be paused, rewound, and replayed to search for answers. Entrants are encouraged to spread the word and refer friends to enter the contest. The company hints that DVR users should watch the spot in slow motion and pay attention to the animal sounds.
The Double Cheese Cheesesteak sub features thick cuts of USDA-approved prime rib steak and is layered with double melted Swiss cheese.