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    Scrabble Returns to Subway

    One in every three customers will win prizes ranging from cash and gift cards to concerts and vacations.

    By Elana Glowatz

    NEW YORK -- Subway Restaurants launched its third-annual "Scrabble at Subway" promotion, during which one in every three customers will win prizes ranging from cash and gift cards to concerts and vacations.

    Customers can participate three different ways both in-store and online for a chance to win a portion of the more than $64 million available in rewards.

    In each Subway restaurant, players can win instantly through game pieces on all cups. Online, they can enter codes from in-store purchases for additional chances to earn prizes. There is also a "Collect to Win" aspect of the contest, for which customers can use their accumulated letters, found on menu items, on a digital Scrabble board to spell out certain "winning words."

    The sandwich chain is supporting the promotion with a TV spots by Boston's MMB featuring winners from last year's Scrabble at Subway contest. In one spot, a couple is on vacation, splashing around in the ocean. The clip rewinds through much of their trip, then shows where it all began, inside a Subway restaurant. Other ads show people at a concert or pampering themselves when the video rewinds to reveal that their journeys began at Subway, where they peeled a prize off their cups and began celebrating, sending their beverages flying everywhere.

    These spots use previous contest winners to reinforce the idea that "the viewer can be the next person that wins," said Tony Pace, chief marketing officer of the Subway Franchisee Advertising Fund Trust.

    Pace said that the campaign uses "Where winners eat" as a slogan because it works on more than one level. He said that many of the athletes who partnered with Subway in the past went on to have successful seasons and the slogan appeals to customers because "everybody likes to be a winner."

    In addition to broadcast, the campaign will include print and online ads that emphasize the customer's chances of winning. Some of these ads will also contain free game codes the reader can use to play more letters in Scrabble at Subway online at www.subwayfreshbuzz.com.

    --Nielsen Business Media

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    By Elana Glowatz
    • About Elana Glowatz

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