Norma Ramage wrote in today’s Marketing Daily:
Subway Canada’s Good Stuff Giveaway contest generated more than 807,000 entries during its seven-week run and increased the company’s customer database to 250,000 subscribers.
Final numbers when the contest closed Nov. 12 included 109,000 total unique e-mails and almost 21,000 opt-ins.
The contest, which launched nationally Sept. 25, was supported by TV and radio spots, in-store materials and e-mail marketing, all from Calgary’s Venture Communications. The TV campaign featured a fictional Subway “sandwich artist” resigning because he’s ineligible for the contest.
Bill Anderson, marketing director for Subway Sandwiches in Canada, says the campaign “allowed us to engage with our customers in a relevant way, inciting them to interact with the brand.”
Among the prizes were trips to Costa Rica, Kia Sorento SUVs, Columbia sports gear, electronics from Sony and Subway gift cards. Customers were encouraged to enter as often as once per hour for the gift cards, providing multiple engagement opportunities for the brand.
That is indeed a great opt-in rate, although a few points lower than we’re accustomed to seeing with our clients. Our kudos to Subway!