• by OMMA Magazine Writers , September 3, 2010

In an extraordinarily competitive QSR climate, Subway pumped up its two-year-old "Scrabble at Subway" game to boost store traffic, visit frequency, loyalty and sales (particularly in the profitable drinks segment). An enhanced game experience featuring 3-D elements and millions of new prizes/chances to win was supported by a marketing blitz spanning TV, radio, print, FSI's and 478 million impressions via online ads (including Yahoo/USA Today roadblock ads), ubiquitous in-store POP and email/ mobile blasts offering free codes. Online winners jumped 1,538 percent to over 1 million (20 million prizes awarded), registrations leapt by 65 percent; consumer awareness grew 10 percent, store traffic gained 2 percent and drink purchases grew substantially.