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.
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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.
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