• by Karlene Lukovitz  @KLmarketdaily, June 8, 2009

Quiznos is looking to build on the success of its Toasty Torpedo sub with a new "Where Do You Torpedo?" contest that emphasizes the convenience of taking the sandwich along on summer activities.

The $4 toasted subs, offered in five varieties made on extra-long ciabatta bread, are wrapped in a sleeve to make them easy to eat on the go, and portability is one of the key attributes cited by Torpedo fans, according to Quiznos CMO Trey Hall. "The contest will enable us to talk about this in a fun, unique way," he says.

Starting today, consumers are being encouraged to post photos or videos to toastytorpedo.com showing where or how they have eaten a Torpedo, along with a brief description and optional musical soundtrack.

Site visitors who register to vote on whether various entries are "Mmmm ... Toasty" or "Not Toasty" are entered into a sweepstakes for a chance to win free Torpedoes for a year.

At the contest's conclusion, voters will determine the top 10 entries. The winner, to be announced on Aug. 3, will receive a $10,000 cash prize. All 10 finalists will receive free Torpedoes for a year.

To inspire entrants, Quiznos has created a short video showing "real-life consumers" eating the sandwiches in each of the 50 states. The video will be distributed online and posted on the Torpedo site.

The QSR will also promote the contest via its presence on Twitter and Facebook. The "QuiznosToaster" persona will send consumers on a virtual scavenger hunt, providing clues to find Quiznos gift cards hidden in locations around the country. The chain's Facebook page has been redesigned to include contest information and updates.

Since their launch on March 23, Torpedoes have met Quiznos's "very high [sales] expectations," Hall reports.

Commercials for the sandwiches, which spoof the HAL computer in "2001: A Space Odyssey" with a commercial toasting oven speaking to a Quiznos chef, continue to run on network and cable. Quiznos is considering how the portability message may be communicated on TV, and how the toaster "spokesperson" may be used in other types of marketing efforts.