70,000 social shares of earned media coverage; 13.6 million views; and 359,000 engagements with branded social content. How? The story behind the numbers starts below.
Subway asked us to think of experiential activations that would help them stand out from other sandwich makers. I thought what better way to do that than by rising above the competition? Literally.
The campaign’s social media posts also included an interview with Bobby Witt Jr., shortstop for the Kansas City Royals, in the blimp and an interview with a passenger on the ground after a ride.
Bobby Witt Jr.
Post-Ride Interview
To generate earned media, the brand released a video of workers wrapping the blimp in the Subway cover. Circle PR also worked with local media in the various markets to promote the campaign, Christou said.
Results
More than 10,000 people applied at Subwayinthesky.com, and 200 won rides, according to the campaign.
The campaign generated coverage from outlets such as CNBC, People, Fox Business, WDAF-TV (Kansas City) and WKMG-TV (Orlando) for eight hours of runtime on broadcast coverage, according to the campaign.
The campaign generated almost 70,000 social shares of earned media coverage; 13.6 million views; and 359,000 engagements with branded social content.
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Jones, do you copy? 