Announcement sees restaurant chain become one of the first global franchise organisations to consolidate on a single mobile platform

Announcement sees restaurant chain become one of the first global franchise organisations to consolidate on a single mobile platform

The Subway restaurant chain has selected mobile marketing and advertising technology provider, Velti as its exclusive mobile platform provider.

“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 utilise 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. In addition, through a new mobile app and mobile site it will enable them to access key information including menu, nutrition and store locations.

Customised promotional campaigns

To deliver a consistent, world-class mobile experience in locations around the globe, Velti said will use its carrier grade software-as-a-service (SaaS)-based mobile marketing platform, Velti mGage, so the chain can offer customised mobile campaigns that are also scalable and integrated.

“Subway is poised to set a new standard in mobile marketing,” said Alex Moukas, Velti chief executive. “The penetration of mobile devices worldwide coupled with Subway’s presence in more than 90 countries will allow Subway to implement innovative global and local campaigns to drive in-store traffic, customer loyalty and brand engagement.”

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