Subway Limited-Edition Merch Giveaway
As part of a UK Subway holiday campaign, they launched an eCommerce website to giveaway customised merchandise. Done over 3 separate ‘Launch Days’, Subway Reward members got pre-sale access to the website via a unique code sent to their email address, where they’d get access to free merchandise.
PromoVeritas powered their promotion by ensuring compliant Terms & Conditions, a custom microsite, and full prize fulfilment.
Activations
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E-commerce
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FMCG
The Services We Provided
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Communications
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Digital Microsite
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Marcom Review
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Prize Fulfillment
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Prize Winner Comms
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Terms & Conditions
Live Markets
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Ireland -
United Kingdom
What the client needed
Subway wanted to assess the popularity of branded merchandise and determine its potential inclusion in their future marketing strategy.
EMEA brand and UK&I Marketing Director at Subway, Kirstey Elston, said:
“When creating this fresh new line, we wanted to offer our fans more than just branded merchandise, but items they actually want to wear. And in the spirit of the holidays, we thought why not give it to them for free!”
How we powered their promotion
We created compliant terms and conditions to ensure full transparency throughout the promotion, eliminating any risk for our client as we take full responsibility for the legal aspect of the campaign.
We reviewed the marcomms and created FAQs to help ensure that all customers clearly understood the campaign and how to claim their free limited-edition merchandise.
Internal creation of a custom entry microsite ensured that customers could access their rewards with ease and no complications.
Prize fulfillment and customer management to establish a smooth but great experience from entry through to receiving their merchandise.
Results
Each day, the merchandise sold out in minutes, with each subsequent launch selling out faster. The promotion received significant coverage on global digital channels, resulting in ‘Launch 3’ selling out in 8 minutes. This indicated strong customer engagement with the free merchandise.
Testimonial
“We were all incredibly happy with how the project went, it couldn’t have gone much better. We couldn’t have done that without you and the whole PV team, so thank you!”
