Restaurant franchise Subway is continuing its mobile advertising push with a campaign that uses video and location to encourage consumers to try its summer menu items.

The mobile video ads are part of a multichannel push from Subway to promote the company?s line of avocado-inspired sandwiches. The mobile video ads are running within the Crackle iPhone application.

?We are using mobile for this promotion because we have always found the platform to be extremely engaging to users," said Karie Ford, vice president of media at Subway, Milford, CT.

"As smartphone ownership becomes more prevalent, it?s important for us to consider the usage patterns of our fans and the types of devices on which they are engaging with brands," she said.

Mobile hunger
The Subway mobile video ads are appearing as in-stream clips between pieces of content.

The videos are 30 seconds long and promote that it is avocado season at Subway. In addition to promoting the topping, the ads also show consumers how mix the vegetable into their favorite sandwiches.

During the commercial, consumers can tap the ?More details? button in the upper left-hand corner to visit Subway?s mobile site.

The avocado promotion is prominently displayed on the mobile site where users can learn more about the summer promotion and view the company?s menu.

Additionally, the ads let users find nearby Subway store by either typing in their location or using their device?s built-in GPS.

After consumers are finished browsing the Subway mobile site, they can exit the ad to continue watching the commercial and their video content.

A screenshot of the mobile video

Virtual quick service restaurant
Subway has been doing a lot lately to include mobile into specific promotions lately.

For example, the restaurant recently rolled out a campaign around the film ?Battleship? that let users enter to win prizes by playing a game on the company?s mobile site (see story).

Additionally, the company also ran a location-specific campaign that drove in-store traffic and encouraged consumers to try a line of new sandwiches (see story).

For a quick service restaurant in particular, mobile can be a great way for a company to entice users to try new products and drive in-store ROI.

Not only do mobile ads such as Subway?s promote new products, but by adding a location-specific element users are more enticed to visit a store.

The ad?s placement in an entertainment app also makes the campaign effective because it fits with Subway?s core demographic.

?Mobile video is particularly effective because of the opportunity to engage QSR consumers with sight, sound and motion,? said Nikao Yang, senior vice president of marketing and sales at AdColony, Los Angeles.

Mr. Yang is not associated with Subway. He commented based on his expertise on the subject.

?Mobile video ads can effectively tell a compelling story in a succinct 15-second spot and then serve up a dynamic mobile coupon or instantly provide a list of restaurant locations within a five-mile radius of the consumer. Video does a fantastic job of piquing the consumer's interest and then delivering a takeaway that helps move the consumer closer to the point of purchase,? he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York