Subway Using 'Biggest Loser' Show Integration
Subway, which hit marketing gold with weight-loss spokesperson Jared Fogle starting in 1998, is now adding another: a contestant from "Biggest Loser."
The new spokesperson deal commences officially in 2010, but the ample opportunities for in-show integration and marketing around the popular series are already being tapped.
During the show's live Season 8 finale on Dec. 8, contestant Shay Sorrells accepted Subway's spokesperson offer, which also includes a reward of $1,000 for every additional pound she drops between now and the Season 9 finale episode in May.
Promotion elements will include in-show and online integration throughout 2010's Season 9, as well as a mid-season weigh-in and follow-up package, according to Subway.
In addition to periodic check-ins throughout the season, the public will be able to follow Sorrells' progress at SubwayFreshBuzz.com, NBC.com and BiggestLoser.com.
As part of the deal, Sorrells will be supplied with meals from Subway's Fresh Fit menu (sandwiches with six grams of fat or less).
Sorrells was not this Season 8's winner (that was Danny Cahill), but she began as the show's heaviest-ever contestant (476 pounds), and has thus far dropped 172 pounds.
Subway hooked up with its original weight-loss spokesperson, Fogle, by dint of his having credited the chain's sandwiches, along with exercise, as key factors in changing his lifestyle.
Fogle, who says he lost 245 pounds through his "Subway Diet" (a 6-inch turkey sub for lunch and foot-long veggie sub for dinner, no cheese or mayo), became a media staple and a fixture on the self-help/inspirational circuit.
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When did losing weight become entertainment? Are networks so vapid this is the best they can come up with? Seriously, let's back up - we're talking about fat people losing weight (which is a good thing) but this is as about as entertaining as watching people with gingivitis learn proper brushing techniques. No wonder internet is kicking broadcast ass across the board - it's the content, people.
Then use the internet for some real-time search the day before, day of, and day after a TBL episode airs. Vapid it may be, but what you see there is real passion among really engaged viewers, by the millions *shrug*