On World Sandwich Day this year, Subway launched its Live Feed campaign, making it possible for customers to buy a sandwich, get a free sandwich and have a third sandwich donated to a local hunger relief charity.
Rather than just letting this initiative run on its own, Subway supported it with data pulled from POS systems, showing consumers a real-time tally of sandwiches donated. Subway stores participating in different locations around the world were able to show their individual country tallies via the campaign microsite, as well as through digital banners, dynamic outdoor billboards and on social media.
The Live Feed campaign succeeded in helping Subway to donate 13.3 million meals to partnering charities like Feeding America, The Bowery Mission and Food Banks Canada.
Charitable Sandwich Campaigns
Subway's 'Live Feed' Supported Local Hunger Relief Charities
Trend Themes
1. Real-time Campaign Tracking - Emphasize the importance of real-time data tracking to keep consumers engaged and promote transparency in charitable campaigns.
2. Buy One, Donate One - Adopting marketing campaigns that incorporate a 'buy one, donate one' model that incentivizes customers to make purchases while also contributing to a charitable cause.
3. Global Community Focused Campaigns - Create global campaigns that engage local communities and allow them to make a difference in their own backyards while also being a part of a larger global philanthropic movement.
Industry Implications
1. Fast Food Chains - Fast food chains can adopt charitable marketing campaigns to incentivize purchases and promote brand values.
2. Non-profit Organizations - Non-profit organizations can partner with businesses to create impactful campaigns that reach a larger audience and maximize their impact.
3. Digital Marketing - Digital marketing can leverage social media and other online platforms to promote charitable campaigns and create a sense of community among volunteers and donors.