Subway Gets Mobile with Seattle Seahawks Contest
Subway went mobile last weekend with offers to customers in the Seattle-Tacoma area, starting with a shot at winning a Seattle Seahawks’ helmet.
As many as 70,000 fans attending yesterday’s Seahawks’ home game against the St. Louis Rams could enter a contest to win a signed helmet by texting a keyword from their mobile phones when cued by the jumbotron scoreboard at Qwest Field.
Players were also simultaneously enrolled in the “My Subway Mobile” club to receive a free Subway sandwich with the purchase of another one at participating Subway locations.
Some 345 franchises participated.
The promotion was devised with Modiv Mobile, which provides the text messaging technology for Subway in Seattle and for 100 Subway locations in Buffalo, NY.
Seahawks fans will be able to enter the contest for one week following the initial splash at the stadium. A select group of Subway stores will be participating in the free sandwich offer and other promotions, and will display signage nudging patrons to join the Subway Mobile club.
“Because Seattle is a tech-friendly city, Subway wanted to be more in sync with innovative technology best practices instead of just traditional marketing activities that produce traditional results,” said Seattle-Tacoma Subway Marketing Board Chair Paul Armour, in a statement.
Subway began testing mobile couponing last year in Buffalo. A dedicated Web site, http://www.mysubwaymobile.com, offers details on the program and a place to enter a mobile phone number to join.
Another Modiv Media iteration, Modiv Shopper, is a hand-held scanner that enables consumers to tabulate their selections in supermarkets and receive special offers based on their shopping behavior.
