Quiznos Sub is tapping into a growing trend; letting consumers develop a TV spot for the brand. In a twist, the ad must pit the QSR against competitor Subway.
Quiznos is partnering with iFilm, an online video network, to launch the contest. The chain recently launched one of its most aggressive TV spots in which it took to the streets to compare a Quiznos sandwich to one from Subway. The spot shows consumers favored Quiznos.
Now Quiznos is challenging customers to develop their own Quiznos-versus-Subway ad for a chance to win $10,000, a year of Quiznos food and have their spot aired nationally. Videos no more than 45 seconds long can be submitted at MeatNoMeat.com. Commercials will be judged by VH1 talent and the creative team at Quiznos.
The winner’s ad will air during VH1’s Best Week Ever’s year-end show, Best Year Ever, on Dec. 15 and in Times Square on New Year Eve. Lesser prizes include video iPods and Quiznos gift cards.
The promotion is one of several contests framed around consumer-generated ads, all playing into the buzz around popular social networking sites like YouTube and MySpace whose users frequently incorporate brands in their own videos posted on the sites. Doritos rolled out a contest that let consumers create a 30-second spot to air during Super Bowl XLI on Feb. 7 (PROMO Xtra Sept. 15, 2006). Entries are being accepted through Dec. 1.
In addition, Chevy launched a similar promotion targeting college students to design a 30-second spot promoting Chevrolet’s Aveo, Cobalt, HHR and Equinox brands (PROMO Xtra Sept. 13, 2006). The winning team’s ad will air during the Super Bowl.
The Quiznos contest ends Dec. 8. Quiznos and iFilm handle. Online materials support.
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