Jun
15
In July 2008, subway launched the limited edition Reggae Reggae Chicken Sub in store. As well as supporting this with television, press and point of sale material, the client asked us to consider how this could be integrated with online activity that would provide a deeper layer of consumer engagement.
We designed a Reggae Reggae Chicken Sub microsite to communicate the promotion and provide key product information (ingredients, nutritional details, etc.).
The microsite also featured recordings we made with Levi Roots (the creator of Reggae Reggae sauce and Dragon's Den winner) saying and explaining a number of Jamaican patois phrases in his own inimitable fashion. As well as streaming these audio clips within the microsite, the MP3s were featured as downloads that could be used for mobile ringtones.
We also supported this with presence on social media sites including Facebook, Bebo and MySpace.
In the first month that the campaign microsite was live, over 100,000 unique users interacted with it, helping to drive footfall in store as well as promote Subway's active approach to marketing support to existing and potential franchisees.
The social media activity touched a community of over 1000 consumers in a space that is traditionally hard to reach for retail brands.
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