News

Subway selects Velti for mobile marketing platform

July 28, 2011

The Subway restaurant chain has selected Velti, a global provider of mobile marketing and advertising technology, as its exclusive mobile technology provider. The chain will use Velti's platform worldwide, becoming one of the first global franchise organizations to consolidate on a single mobile platform.

"We see enormous potential in our mobile campaigns and look forward to delivering a more robust experience with Velti," said Joost Zimmerman, director of digital marketing at Subway. "Our goal is to utilize mobile marketing as a highly personal and direct way to reach our customers and give them access to Subway at any time, wherever they are."

Velti's mGage platform will be used to launch transactional mobile marketing programs that allow consumers to order meals from their phones for pick up at the nearest Subway restaurant. Also, through a new mobile app and mobile site, it will enable them to access key information including menu, nutrition and store locations.

To deliver a consistent mobile experience in locations around the world, Velti is leveraging Velti mGage, its carrier grade Software-as-a-Service (SaaS)-based mobile marketing platform. The flexible and robust mGage enables brands to offer totally customized mobile campaigns that are also completely scalable and fully integrated. Marketers using mGage can reach more than 3.5 billion consumers.

Alex Moukas, CEO of Velti, said the implementation will help Subway drive in-store traffic, customer loyalty and brand engagement.

Subway's mobile marketing campaign will launch in more than 24,000 stores in the U.S. this summer, with global rollout planned for later in 2011 through 2012.

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