As of January 27th, a major US airline has announced the end of its open seating policy, meaning that passengers will now get assigned seating, and that entails the possibility of being in what is considered to be the least comfortable spot — the middle seat. Subway has cheekily launched a promotional initiative tied to this airline policy change for people who are "sandwiched" between others.
If you end up in the middle seat after the implementation of the policy, passengers can provide photographic evidence of their seating assignment through a dedicated website. In return, they will receive a twenty-dollar digital gift card for Subway menu items, with the offer capped at the first 737 individuals who successfully apply. The marketing effort, thus, positions a commonly disliked travel experience as an opportunity for a free meal.
Image Credit: Subway
What Makes This Trend Stand Out
- Novelty-based Marketing
- Brands are leveraging unique and unexpected events, like airline policy changes, to create engaging promotional campaigns that capture consumer interest.
- Experience-incentive Programs
- Promotions that reward consumers based on their real-life experiences, such as being assigned a middle seat, foster stronger brand connections.
- Gamification of Discomfort
- Transforming an uncomfortable situation into a playful interaction allows brands to enhance customer engagement in an innovative way.
Sectors Adopting This
- Airline Industry
- Airlines are being inadvertently promoted by non-traditional collaborations that merge travel experiences with other consumer goods sectors.
- Fast Food Industry
- Fast food chains are exploring creative marketing angles that integrate their offerings into various aspects of consumers' lifestyles.
- Digital Marketing
- The rise of interactive online campaigns, as seen in the photo submission concept, showcases a shift towards more dynamic and participatory marketing strategies.
