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Subway conducts Hunger Games promotion
By Adnews Staff
Toronto-based sandwich chain Subway Restaurants has begun a promotion tied to the upcoming film The Hunger Games: Catching Fire. Conducted in association with distribution company Entertainment One, the promotion includes the addition of several limited-time menu items called Fiery Footlongs. The promotion includes a contest component, by which consumers who by eligible Coca-Cola products will be entered into a draw for $1 million. These will be supported with a national campaign in English and French, as well as social media activities. The campaign was developed by KBS+, with media buying by Carat and public relations from Veritas Communications.
"At Subway, we're always looking for new and exciting ways to engage our customers," said Kathleen Bell, director of national marketing at Subway Restaurants in Canada. "Innovation is at the core of our brand. We're excited to be wrapping up 2013 with our hottest promotion to date, offering our customers a way to experience The Hunger Games: Catching Fire that they can't get anywhere else."
The Hunger Games: Catching Fire will open on Nov. 22.