Sandwich chain Subway conducted a promotion with MuchMusic yesterday as a sponsor of the season 12 premiere screening party of the program Degrassi: The Next Generation. The promotional event took place in Toronto. One thousand viewers attended the event to meet the cast of the show. Subway distributed food and had branded signage at the site. The promotion also included on-air product placement and advertising, as well as a Facebook contest. "This partnership is another exciting way to engage with and reward our fans," said Kathleen Bell, co-director of marketing at Subway Canada. "By integrating an on-site presence with online engagement, we ensure our fans from coast-to-coast can share in the experience." The sponsorship was negotiated by Carat. Activation was handled by Veritas.