CHICAGO — Subway Restaurants has completed the company's first successful promotion for a wireless mobile coupon program with the we-R-you Corp. The promotion was conducted through the iMAN Wireless division of we-R-you and was introduced through a Subway franchise in Crystal Lake, Ill.
The promotion utilized pRomo (Phone Retrieval Of Mobile Offers), an on-demand SMS text messaging application for mobile phones and PCs. Consumers were able to text the word "SUBWAY" from their mobile phone or PC to the address given and receive a mobile coupon back to their mobile phone instantly.
pRomo and iMAN wireless are both powered by coRe, the application of we-R-you that provides complete integrated functionality.
John Maier, president and founder of iMAN Wireless said the promotion exceeded expectations, with hundreds of people a month in one store using the program.
Arlene Slizewski, co-owner of the Crystal Lake Subway franchise where the first promotion was held, said the program was easy to use and allowed her to change the promotion at any time.
"I just type the new promotion into the text box, press save and it instantly changes the offer," she said. "I no longer have to wait for a promotion to expire, especially if it's not achieving the desired results as we've had in the past with print media that I'm stuck with once it runs."
The mobile coupon promotion also reached teenage customers in a way print media didn't and increased sales in that segment, Slizewski said.
The mobile coupon promotion earned the franchisee a creative marketing award from Subway, which is now making the promotion available to other franchisees based on the initial promotion's success, according to a news release.
