For the second year in a row, SUBWAY restaurants of Canada leveraged the Hasbro SCRABBLE game and equity to bring an engaging promotion to its consumers during a period of traditionally lower sales. The promotion aimed to incent repeat purchase and engage consumers in a relevant brand experience.
To encourage multiple visits and purchases, SUBWAY SCRABBLE incorporated both collect & win and instant win promotions to satisfy multiple need states, instant gratification, and future purchase incentive.
Increase product purchase codes from an average of 3.2 per person to 4+ per person
Increase the number of prizes awarded to incent future purchase
SUBWAY restaurants are well-positioned in the marketplace as a smarter, better-for-you option than traditional burger and fries shops. By partnering with the SCRABBLE property, SUBWAY offered a fun SUBWAY-word building game that leveraged both brands' thinking requirements. A 9-week spring promotion was launched in both of Canada's official languages.
To encourage multiple visits and purchases, dual-tabbed game pieces were offered on all sandwich wrappers and 21 oz Coca-Cola fountain cups. Two game mechanics, collect & win and instant win, satisfied multiple need states - instant gratification as well as future purchase incentive via game piece collection.
Each game piece offered a collect & win letter to spell words for prizes, and 1 in 5 game pieces included an instant win. In all, over 4 million prizes totaling over $10 million was available to be won, ranging from cash and gift cards to music downloads and in-restaurant food/beverage prizes.
SCRABBLE at SUBWAY restaurants exceeded objectives: the campaign period sales lift was higher than the 2009 sales average; sales grew in a downturn market; and participating product sold out much earlier than predicted in many markets.
Increased sales and traffic vs. 08:
SUBWAY same store sales increased an average 3.6%. Same store traffic increased an average 3.4%.
Coca-Cola same store volume increased an average 15.8% (unprecedented according to Coca-Cola sources). Frito Lay same store volume increased an average 16.5%.
Increased participation and engagement vs. 08:
240,000+ online registrations, a 124% increase (exceeded '08 registrations on the 9th day).
1.3 million+ codes entered from product purchase, a 421% increase (product purchase codes increased from average 3.2 to 7.5 codes/user).
3.2% product purchase code redemption, a 1.2% increase
Increased opt-ins vs. 08:
IC Group was the lead agency and managed strategy, web, email, legal and fulfillment. In-store POP and advertising managed by Allard Johnson Communications. Media managed by Carat.
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