Fresh content inspires greater hunger for Subway among teens.
Subway wanted to evolve their brand image with the youth target. That meant more targeted, relevant fun – and a breakthrough, online campaign from AMP Interactive.
Teens want choices and selection that allow them to adapt with their mood of the moment. So AMP engineered an exclusive, teen-focused online variety show with a full menu of "fresh content", absurd humor and daily giveaways.
AMP wrote and produced more than 50 original pieces, including irreverent animated vignettes, hysterical shorts and other fresh content. Visitors who viewed and forwarded content received special offers driving them to their local Subway. Research and ROI measurement plans were also put in place to gauge success and modify content in real time.
This free-spirited effort took the Subway brand into new areas and surpassed all goals. Visits per month exceeded projections by 198%, unique visitors per month outpaced goals by 86%, and online registrations destroyed projections by an amazing 761%.
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