Promoted Trend follows up ad agency-focused reality TV appearance.
Subway got an hour's worth of air time last night during AMC's "The Pitch," a new reality TV show pitting ad agencies head-to-head for brand accounts. The timeslot followed ad industry fave, AMC's "Mad Men." And today, the quick-serve restaurant company took aim at ad types with the Promoted Trend on Twitter, an online industry hangout.
Even though Twitter advertisers often purposefully sync up their placements with TV-related buzz, interestingly, a Subway rep told ClickZ late on Monday that the one-two punch could be characterized as "a happy accident."
Indeed, the Twitter ad reflects the challenge confronting the winning agency, McKinney, and its "The Pitch" opponent, Wong Doody Crandall Wiener: sell Subway breakfast to consumers 18-24 years old. The brand's Promoted Trend, which Twitter says costs $120,000 per day, used "SubwayBuy1Get1" for ad copy. People who clicked through were taken to a Twitter search page, displaying one of five copy variations (below). From there, click-throughs led to a landing page with Subway's full breakfast menu.
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
Hong Kong, May 5-6, 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
May 6, 2015
12:00pm ET/9:00am PT