News

Subway adds cross-platform partnership for NBC's live competition show

September 10, 2013

NBCUniversal today announced cross-platform advertising partnerships with Subway restaurants, as well as Eveready and Orville Redenbacher's for its "The Million Second Quiz" live competition show.

According to a news release, "The Million Second Quiz" show will be the first fully convergent social television experience, where viewers from across America will be able to tune in to a 23/7 live stream of the show, play along in sync with the game during primetime and get a chance to be chosen as a contestant for the following night's primetime show. It will be hosted by Ryan Seacrest.

Subway restaurants has built a fully functional restaurant on the MSQ competition location to provide contestants sitting in the "Play Along Area" and "Winners' Row" suite with food and beverages. Additionally, the chain will provide gift cards to contestants throughout the course of the game for a free $5 Footlong all "SUBtember" long. For those waiting in line to play, Subway is offering photo opportunities and social media engagements with the brand's "Avo-Car-Do."

"The Million Second Quiz show is the best example of the convergence of our content across multiple platforms and the power of broadcast television to drive people to compelling digital content," said Jim Hoffman, executive vice president, Network Entertainment Sales and Marketing, NBCUniversal.

Subway's integrations run across traditional and digital TV platforms, reaching consumers through on air, online and in-store promotions. The chain will also award a grand prize of a year's worth of $5 Footlongs via NBC's radio promotion in the top 15 markets.

Finally, Subway will disseminate messages via Facebook and Twitter and will have a presence in the live stream both online and in the MSQ App.

"Million Second Quiz combines the reach of broadcast television with the frequency and engagement of on-going digital exposure," said Tony Pace, global chief marketing officer. "Add the presence and personality of Ryan Seacrest and, in our estimation, it is a winner even before anyone sits in the Money Chair."

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