Subway is launching a digital campaign in the UK and Ireland that offers customers free cookies (the kind you eat) for accepting digital cookies on their computers.
Developed by McCann London, the campaign gives Subway digital cookie acceptors the chance to enter their email address to receive a voucher for a free cookie in-store. It’s a kind of “until supplies last” offer meaning that the initiative will run until stores run out of baked cookies. But then customers can opt to be emailed a free voucher that can be redeemed in-store within two weeks.
The initiative runs across Subway's digital and social media channels with messaging such as “Go forth and eat cookie” and “Just enter your e-mail address to prove you’re not some kind of robot."
London is serving as a test bed for the campaign, which Subway says may be extended to other regions.
The project is one of a number of recent programs by the brand to up its digital reach-out capabilities to consumers. Last summer, the fast food chain launched Subway Digital, a new division created in collaboration with Accenture to build a comprehensive omni-channel strategy and implement a support team to enhance engagement and build loyalty.
This division is currently evaluating all aspects of technology, from consumer-facing loyalty programs and the Subway App to back-end design in order to identify new initiatives to personalize engagement with guests.
The 50+ year old chain is available in 112 countries through more than 44,000 franchised locations. McCann London has been working with Subway since July 2009.