News

Subway partners up with Taylor Swift for marketing, mobile campaign

September 26, 2014

Subway and Diet Coke today announced a partnership to launch a promotional campaign featuring Grammy Award winner Taylor Swift. As part of the #MeetTaylor campaign, Subway guests will be given opportunities to meet Swift on her 2015 tour in support of her new album (called 1989), which will be released on Oct. 27.

"Taylor's new album is highly anticipated. We know many Subway guests and Diet Coke drinkers are passionate Taylor Swift fans too," CMO Tony Pace said in a news release. "That's why we're glad to collaborate with Diet Coke, to deliver exclusive access and experiences that fans cannot find anywhere else."

The campaign will feature in-restaurant, social, online, TV and radio promotions. Limited-edition Diet Coke cups will feature Swift and will carry specially-marked codes for the chance to win a meet and greet with the singer on her 2015 tour.

Mobile component

The promotion also features a mobile component, spotlighting the brand's new Subway Freshbuzz App, now available for download. The app will include exclusive Taylor Swift video content that will be refreshed weekly throughout October, as well as additional chances to win.

Each grand prize winner will receive a trip for two that includes airfare, hotel, transportation, $500 and tickets to a concert on Swift's 2015 tour.

The #MeetTaylor contest runs from Oct. 1 through Nov. 15.

According to the news release, the 360 marketing approach was designed to reach millennials.