Subway Uses Scrabble Game to Build Store Traffic
Subway is tapping an old-time favorite board game, Scrabble, to bring customers into its restaurants.
To play the Subway Scrabble Game, customers peel off branded game pieces from 32-ounce drinks. Each game piece offers two ways to win.
An instant-win game offers the chance to win free Subway food, including cookies, apples, raisins, chips and six-inch subs.
A separate collect-to-win component lets customers vie for larger prizes. Consumers can register and enter a code from their game piece at SubwayFreshBuzz.com to see a virtual game board appear.
Players use the Scrabble letter game pieces to spell out the winning words for a chance to win one of 10 $100,000 cash jackpots, a trip for four to Beaches Family Resort, American Airlines tickets for two, iPod Shuffles, Subway Cash Cards and Scrabble board games.
The effort, which kicked off yesterday, marks the first time Subway has featured Scrabble in a promotion.
“It’s a game that is very popular and has a very loyal fan base,” said Mack Bridenbaker, a Subway spokesperson. “Our customers are thinking people as well. They think out their sandwich. The thinking person’s fast food restaurant with a thinking game matched up well.”
The goal behind the promotion is to create consumer awareness about the brand and drive sales.
To build awareness of its offerings, the Subway Scrabble Web site includes an interactive feature called the Sub Creator, where visitors can create their own sub sandwich, print out their creation’s ingredients and take it to their local Subway restaurant.
In-store P-O-P, online marketing and TV spots support the promotion, which runs through Sept. 24.
Catapult Marketing handles the promotion and MMB oversees the TV spots and creative.
