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Subway?s comprehensive mobile promotional strategy drives ongoing engagement

Subway will launch a new mobile application on Oct. 1 that exemplifies how brands can bring together exclusive video content with promotional offers to engage smartphone users over time. 

The Freshbuzz app is just one of the mobile elements in a new Diet Coke and Taylor Swift promotion that also includes a mobile-friendly Web experience, mobile media and engagement on social and CRM channels. The need for a promotional app that is separate from the chain?s mobile-ordering app points to how, as consumer time spent on mobile devices continues to grow, some marketers are looking to apps to drive ongoing engagement with loyal customers.

?The Subway Freshbuzz app will launch on 10/1 in support of a national promotion launching that same day - consumers can enter for a chance to meet Taylor Swift,? said Joost Zimmerman, director of digital marketing for Subway. 

?Consumers will be able to register for the sweepstakes, use AR functionality to scan the promotional Diet Coke cup for additional sweeps entries, unlock exclusive videos from Taylor Swift that will be refreshed weekly about the making of her new album and take a selfie with Taylor herself,? he said. 

Behind-the-scenes
The Subway Freshbuzz app kicks off with exclusive Taylor Swift content as part of a month-long promotion with Diet Coke. 

The app conceivably could continue past October and serve as the brand?s mobile home for its numerous promotions throughout the year. Subway said it was not prepared to discuss future plans for FreshBuzz at this time. 

The Freshbuzz app enables users to scan an exclusive 30-oz. Diet Coke cup every day for an additional entry into a sweepstakes with daily prizes. Users get up to two entries every day.


The app will also include exclusive behind-the-scenes video from Taylor Swift?s new album, 1989. A new video will be released every week in October. 

Additionally, users can take a selfie with Ms. Taylor that can be shared with their friends. 

Music and mobile
The app is being launched as part of partnership with Diet Coke around the release of Ms. Swift?s new album, which will debut Oct. 27. 

The promotion includes limited-edition Diet Coke cups featuring Ms. Swift. 

The cups will have specially marked codes that can be entered on the Subway.com Web site for a chance to win daily prizes throughout October in addition to the entry opportunities on the Freshbuzz app. 

Grand prize winners will receive a trip for two to one of Ms. Swift?s concerts in 2015. 


Driving increased frequency
Numerous quick-service restaurant chains this year have jumped onboard the mobile ordering trend with their own apps enabling customers to place orders from a mobile device so they do not have to waste time waiting online at a location. 

Subway also offers a standalone mobile-ordering app. 

Ordering apps are intended to be used once consumers have already decided where they want to eat and are ready to place an order. 

In contrast, the Freshbuzz app is designed to engage with consumers on an-ongoing basis and uses regularly updated exclusive content to bring them back repeatedly so Subway can influence future meal decisions with promotional offers. 

Freshbuzz is also the name of the brand?s existing outreach efforts around promotions, events and personalities that includes a regular email blast and a tab on its Web site. 

?The app provides an opportunity to extend engagement with the consumer and drive increased frequency,? Mr. Zimmerman said. 

Final Take
Chantal Tode is senior editor on Mobile Marketer, New York