Subway launches Google Street View campaign as it increases digital spend

Subway: partners with Google Street View for online promotion
Subway: partners with Google Street View for online promotion

Subway is launching an online "teddy bear hunt" using Google Street View to support its latest TV campaign, as it increases investment in its digital marketing to emulate the social media success of the US branch of its business.

 The #WinLikeJanet Facebook game will invite the public to search for five giant bears every weekday for a month on Google Street View, in reference to a TV spot that shows a character called 'Janet' failing to win a teddy bear at a fair.

Manaaz Akhtar, head of marketing at Subway UK, said the brand was investing more in digital media, but added, "It is not detracting from our core channels, so it is additive rather than replacing what we have".

The investment in social media comes after Subway realised it could have done more around social media following the launch of the first TV spot in its 'My Sub, My Way" marketing platform, which featured a character called 'Keith'.

Brand ambassadors Louis Smith, Anthony Ogogo, Tommy Bowe and Holly Bleasdale will release clues about where the teddy bears are hidden, via their Twitter feeds.

Akhtar said its brand ambassadors remained "integral" to its plans and added they would continue to appear across all media channels.

Last week, Subway revealed it had signed up former Brazilian footballer Pele ahead of the World Cup and Olympics in Brazil.

Akhtar confirmed Pele will appear in marketing activity in the UK, which could include above-the-line advertising.

She added: "We are not a sponsor of the World Cup, so like any other non sponsor, we will have to observe the rules and regulations.

"Pele was a footballer in his time so he is relevant and topical, so I think we will be looking to maximise that".

The #WinLikeJanet activity is designed to promote the launch of the limited-edition mango chicken sub, which is being offered as part of the Subway lunch deal. 


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage