Subway Teams With Discovery Kids for Restaurant Promo
Subway Restaurants are teaming up with Discovery Kids to launch a new marketing and ad campaign for 2006
The promotion, which kicks off in January, will highlight the Discovery Kids series Endurance, featuring Discovery Kids branded premiums at more than 20,000 participating Subway restaurants and offer online games and a sweepstakes.
The goal behind the promotion is to encourage kids to eat well and stay active, said Laura Sullivan, VP-marketing for Discovery Kids.
Endurance is a reality competition series for kids that gets players outside and moving via physical and mental challenges. Team members this year are vying for a once-in-a-lifetime trip to Costa Rica. The end goal is to collect 13 pyramid pieces of Endurance. The show, which is in its fourth season, airs at 12:30 p.m. ET Saturdays on NBC.
As part of the promotion, kids will receive Endurance-theme premiums, including wristbands, cell phone tags, and stickers with the purchase of a Subway Kids’ Pak meal. Consumers aged six through 13 can also visit Subwaykids.com to play Got the Endurance?, an online game based on the TV series and enter a sweepstakes for a chance to win an extreme sports trip and other prizes.
The game consists of 13 levels, in which players win points and pyramid pieces similar to the TV version of the show. The player with the top score will win a grand-prize trip to an extreme adventure camp for four and hotel accommodations; two first-place winners will receive a trip to Discovery Kids Camp at the Atlantis Resort in the Bahamas. Twenty-fives second-place winners get a Discovery Kids merchandise pack.
The sweepstakes begins Jan. 2 and runs through April 2. bLittle, EastWest Creative, both of New York, handle.
Discovery Kids will feature in-store, on-air and online elements encouraging kids to lead active lifestyles and get outside and make healthy choices that drive consumers to Subway restaurants.
“We see it as a great fit and opportunity for both of our brands to come together and help promote not just healthy eating, but an active lifestyle in what we feel is a legitimate way,” Sullivan said.
“We believe that a partnership with Discovery Kids will help us bring the message of healthy eating home to kids across America,” said Suzanne Landino, SFAFT marketing manager, in a statement. “We are delighted to be working with such a prominent children’s brand.”
The promotion begins Jan. 2 and ends July 9. Online materials, in-store materials and TV spots support.
