Subway has launched a Teddy Bear Hunt Facebook game with Google Street View urging people to #WinLikeJanet in order to promote its new limited-edition Mango Chicken Sub.
Created by McCann, the #WinLikeJanet game is based on the character in the brand’s new TV ad, which sees Janet struggling to get a good deal all her life.
Every weekday for a month, five giant bears will be released on a bespoke Subway Facebook app and players will search the Google Street View map in the UK and Ireland to win a bear.
Clues to the whereabouts of the bear are posted on Twitter.
Manaaz Akhtar, head of marketing for the Subway brand in the UK and Ireland said:
Subway fans loved the Keith character from our May campaign. As a result, it was only natural to build on this affinity with Janet, another affectionate character, to bring The Subway Lunch value campaign to life. We’re committed to amplifying My Sub My Way across all social channels and #WinLikeJanet is a charming and believable way to do so.
The £1.8 million multi-channel marketing campaign will include a four week national TV and OOH advertising campaign, supported by VOD, digital activity, in-store promotion and a consumer PR campaign.