Subway is making mobile an integral touch point in a new promotion for Walt Disney Pictures? upcoming film, ?The Lone Ranger? by offering consumers prizes for buying food and drinks.

Subway is placing codes that are linked to a browser-based game and sweepstakes on 32-ounce cups and are given out when consumers pick to add avocado to any sandwich. Subway has created a microsite for the campaign that is accessible via mobile devices and desktops at http://www.subway.com.

"When it comes to getting consumers to participate in a campaign, it is all about making sure the consumer can easily access the campaign and that the campaign provides value to the consumer," said Tim Canada, senior account manager at SiteMinis, Atlanta.

"Subway has accomplished both with this Lone Ranger campaign," he said.

"By placing promotional messaging on their cups, in-store signs and banner ads on their Web site and mobile site, they have made sure that the customer will be very aware that the campaign is going on. In addition, the practice of introducing a game where one can win prizes is enough to get consumers excited enough to try it out. It helps even more that the game is highly addictive and is entirely on mobile Web, which means that it works completely cross platform and requires no download."

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

Subway did not respond by press time.

Driving foot traffic
To participate, consumers have to first create an account that is tied to their email address.

Users then fill out an entry form for the sweepstakes, which includes their name, address and phone number.

From there, consumers have to type in eight-digit codes that they receive when they purchase the beverage cups or an avocado product.

The codes unlock a virtual browser-based game where players try to beat a gang of bandits who rob a train full of healthy foods from Subway.

The game involves an obstacle course where consumers can collect Subway products and dodge junk food to rack up points.

As consumers play through a level, they can win tokens for a chance at winning prizes such as music downloads, Subway cash vouchers and gift cards, a trip for two to Hollywood and Subway party packs.

The campaign also leverages photo-sharing, check-ins and social media to give consumers bonuses for gameplays and additional chances to win.

For example, consumers can take a picture next to cutouts of characters that are placed in Subway stores to unlock an additional gameplay. Subway is also showcasing some of the uploaded photos on its Facebook page.

In addition, the site uses location-based technology to locate nearby stores that consumers can check-in at.

Users can also share their score via Twitter to receive a bonus gameplay and an additional chance to win prizes.

Subway?s campaign runs through July 31 and the Lone Ranger premieres in theaters on July 3.

Mobile past
Subway has incorporated mobile into similar campaigns in the past to drive foot traffic into stores for specific promotions.

For example, last year Subway also placed mobile calls-to-action on its cups as part of a promotion for the ?Battleship? film (see story).

Additionally, the chain continuously leverages mobile advertising to drive in-store traffic. Most recently, the company ran a mobile advertising to promote its line of Italian sandwiches (see story).

What sets the campaign for The Lone Ranger apart from other Subway initiatives is the focus on incorporating mobile into a multichannel approach.

By combining mobile with social and Web elements, Subway is able to tie all of its digital components together to more effectively target more broad audience.

"Subway did it right with this campaign," Mr. Canada said.

"They gave an incentive for people to try out the game, which led to eyes on the marketing message just as they wanted," he said.

"Then, on top of that, they delivered a very positive experience for the consumer within the actual campaign site.  I believe that many QSRs can and should take a page from this campaign.  The campaign and game was fun, easy-to-use and most importantly addicting.  They leave the customer wanting to come back for more, which means that they will have to go to Subway and get a drink to do so."

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York