Subway debuts national loyalty program
Sandwich chain Subway has debuted a new national loyalty program called MyWay Rewards. Consumers will receive tokens with qualifying menu purchases at approximately 29,000 participating locations in Canada and the United States. Consumers can sign-up for the program through the Subway mobile application or in-store. Participants will then receive four tokens for each dollar spent.
Subway is promoting the program with an online game called “Hungry Hannah” at <http://www.subway.com>. Players attempt to help a character collect tokens on her way to a Subway restaurant. In addition, arcade games will be installed in shopping malls in Toronto, Montreal and Vancouver through March at which consumers can play additional games to win Subway merchandise.
Additional promotion includes national television, radio and digital advertising, which will run until the end of April. The campaign was developed by DentsuBos, with media work by Carat. Public relations and social media activities are being conducted by Veritas Communications.
“We know our guests value choice and flexibility, which is why we created a customized program that enables our members to earn and redeem in the most relevant way,” said Carissa Ganelli, chief digital officer at Subway. “The Subway MyWay Rewards program is just one part of Subway Digital’s work to transform our guest experience through an omni-channel approach, with the integration of the app and remote ordering.”