MMB

Overview

Subway introduced Breakfast menu putting them in new day-part against McDonalds, and Dunkin’ Donuts. We needed to get the message out that Subway was now serving breakfast and let people know about the new menu items. MMB created integrated leveraging TV, print, radio, branded content, emails, display ads and site updates. But we wanted to do more to engage and educate around the concept of “Build Your Better Breakfast”. So we created “The Wake Up Call” - a Web App with a mobile component that allowed visitors to build their own wake-up call. They selected the character they wanted to call them (robot, sergeant, surfer dude), who to call (you or friend), and the # to call. Breakfast launch was huge success for Subway and the Wake Up Call itself generated a significant number of requests, calls and opts-in to receive future SMS promotions.