Subway Canada sought to increase sales at their stores, so they turned to SCA to create an online game that offered customers the chance to win $1 Million by building a sub sandwich. SCA created the online game and provided prize coverage on the grand prize.

OBJECTIVES

• Increase sales at Subway restaurants.
• Differentiate Subway from its competition.
• Collect demographic data for future marketing efforts.
• Drive traffic to Subway’s Web site.

STRATEGIES

• Provide customers with a game card for each sub purchased at Subway restaurants.
• Invite customers to scratch the card to find out if they have instantly won a prize.
• Feature a code on the game card offering the chance to win $1 Million. To play, consumers visit the game’s microsite to register, enter their code and build their sandwich.
• Award $1 Million if a consumer chooses the correct combination of toppings.

RESULTS

• Subway consumers enjoyed playing the interactive game and having the chance to win $1 million.