BOSTON — More than 100 Subway restaurants in Buffalo, N.Y., are offering preferred customers cell phone-based, real-time alerts and coupons via the new My Subway Mobile program.
 
A partnership between the Subway Franchisee Advertising Fund Trust and Modiv Media, provider of retail interactive-media delivery solutions, led to the promotion designed to drive traffic and offer customers periodic coupons and last minute specials via cell phones.
 
In August 2006, Subway launched My Subway Mobile in 12 Buffalo locations. Some locations saw a 50 percent coupon redemption rate on the initial run, according to a news release.
 
Customers in the Buffalo area can sign up at any one of the participating 107 Subway locations or text the code "sub030" from their cell phone to 35562. Every customer who enrolls will receive a free 6-inch sub with the purchase of a 32 ounce drink.

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