Campaign Overview

Subway launched the Sidekick Safe Sweepstakes to spark excitement and sustain momentum for their new Sidekick menu items: Footlong Cookies, Auntie Anne’s Footlong Pretzels, and Cinnabon Footlong Churros. With these snacks already performing well after launch, Subway sought to boost their popularity and engage customers in a creative way.

Realtime Media partnered with Fleishman Hillard, Subway’s marketing agency partner, to launch a sweepstakes campaign centered around the idea of protecting these irresistible snacks. The result was a playful promotion to win a limited-edition, custom fabricated “Subway Sidekick Safe.” As the campaign tagline promised: “Subway’s new Sidekicks are so irresistible, everyone wants a bite. Protect yours and enjoy your favorite footlong snack in peace.”

Our Solution

We developed a branded promotion microsite to serve as the central hub for participation. Combining humor and functionality, the microsite showcased the Sidekick Safe and clearly detailed the entry process. Its playful tone and polished design not only encouraged customers to join in the fun but also reinforced the appeal of Subway’s new snacks.

Our Approach:

• UGC Submissions: Users were invited to participate by purchasing a Sidekick snack (or using an AMOE option), snapping a photo of themselves enjoying their Subway Sidekick and uploading it to the promotion microsite for a chance to win. This engaging approach tied the entry mechanism to the product, boosting both interaction and sales. To expand the campaign’s reach, the promotion also featured a social sharing option.
• Exclusive Prizes: The sweepstakes offered unique Grand Prizes: 100 limited-edition Sidekick Safes, valued at $49.99 each. These solid metal, insulated storage cases were designed and fabricated specifically to hold three footlong snacks, with compartments secured with a keypad lock and complete with a carrying strap. The exclusivity of the prize added a layer of excitement and fun, motivating participation and enhancing the campaign’s appeal.
• Fulfillment Expertise: Our fulfillment team brought their logistical know-how to ensure all 100 winners received their prized Sidekick Safes smoothly and on time. This commitment to flawless execution not only ensured a positive experience for winners but also reflected Subway’s dedication to quality and customer satisfaction.

Key Benefits:

• New Product Awareness: The campaign’s inventive concept spotlighted Subway’s Sidekick menu in a memorable way, reinforcing their appeal as must-have snacks.
• Consumer Engagement: The playful and interactive sweepstakes generated buzz and encouraged meaningful participation. The campaign successfully attracted consumers to the brand while expanding Subway’s email database, creating opportunities for future engagement.
• Increased Sales: By tying the entry process to product purchases (with an AMOE option available), the campaign motivated customers to try the Sidekicks, effectively driving sales and strengthening the connection between consumers and the brand.

This promotion showcased the power of creativity in driving product awareness and consumer engagement. By leveraging humor, exclusivity, and customer interaction, Subway successfully highlighted their Sidekick menu items while building excitement around the brand.

Interested in learning more about how we can help with your next Digital Promotion? Get in touch with us today!