Subway has partnered with O2’s location based texting service You Are Here to introduce scannable discount vouchers.
Targeted consumers will be able to redeem MMS discount vouchers by scanning their smartphones or tablet devices. This is O2 Media’s first campaign using scannable vouchers for smartphones and allows the company to track redemption figures from the offer for the client.
The ‘You Are Here’ technology works using ‘geo-fences’ which are set up around Subway shops, so that when a potential customer enters the target area they automatically receive an MMS.
MediaCom Edinburgh was the planning and buying agency behind the media strategy for Subway’s campaign.
Simon Wallwork, of Subway, said: “Subway is at the forefront of mobile phone innovation. Capitalising on the group’s SUBCARD technology, we are delighted to be the first retailer to offer consumers the barcode recognition mechanic combined with a location-based texting service.
“In conjunction with Subway’s commitment to contactless payment, this advance demonstrates our dedication to providing an innovative consumer experience. This is the next step in the mobile evolution of Subway."