Subway Restaurants is collaborating with Walt Disney Studios Motion Pictures Canada on the upcoming animated film, Big Hero 6. The restaurant chain first teamed up with Disney in 2012 and has launched promotions for Muppets Most Wanted and Guardians of the Galaxy.
A Twitter contest, which concluded on Oct. 28, gave families the chance to win tickets to Big Hero Six by using the hashtag #SUBWAYandMovie. Advanced screenings, which media are also invited to, are taking place in nine cities across Canada.
The contest “allows our fan base to get that perk of being a fan and being able to see the movie first,” said Kathleen Bell, director of national marketing at Subway Restaurants Canada.
Bell added that Subway is “really building on PR and social” since “that’s the way the world is moving.” The advantage, she said, “is more brand relevance and connections that you can have with your customers.”
In store, kids can get a limited-edition Big Hero 6 Kids Pak. “We’re always trying to be relevant to our customers… and [the promotion] makes it relevant for the kids that come into our restaurants,” said Bell. “Families are busy so we think it’s great for families to spend quality time together. So they can go and see a great movie and then team it up with a Subway meal.”
The Kids Pak and movie are being promoted with TV spots by KBS and digital advertising by Boston-based MMB. Toronto-based Veritas Communications is handling PR and social media, while Carat handled the media buy.
