Feb 10 2011
“Five… Five dollar. Five dollar footlong.” (Marketing Assignment #4)
Just by reading the title of this marketing blog post I bet you can already guess that I’m going to talk about Subway’s latest promotion – the “Five Dollar Footlong” promotion.
mysubwayoc.com
Normally, the footlong subs cost more than 6 dollars, but with this promotion, consumers can purchase the “classic subs” for $5 (including tax of course).
What really intrigues me about this marketing campaign is the annoyance of the slogan. In their ad, they just keep on repeating the slogan “$5, $5, $5 footlong” for at least three times before the commercial ends. Not just on the TV, Subway also promotes this campaign on radio stations; so don’t be shocked when you hear something about the $5 footlongs while listening to your favourite music. In addition, this marketing campaign also reaches the Youtube audience by force playing the ad whenever the play button is pressed.
Overall I believe that this is a pretty interesting and actually an appealing and effective marketing campaign since it technically grabs one’s attention and “brainwash” them with the $5 footlong song. According to MSN Money, Subway actually promoted this marketing campaign before in the past and generated a whopping $3.8 billion in the US and was one of the top 10 fast food brands in the US. Now that they’re doing it in Canada, a country with a lower population, I wonder if they can pull it off again.