Subway Franchisee Tests Mobile Couponing to University Crowd

LOS ANGELES (Blue MauMau) - A Subway franchise is pioneering a way to provide franchise chains with an advertising venue by tapping into college social content through cell phones. Bob Grewal, owner of a Subway near UCLA has been experimenting with plugging into a mobile phone network in which specialized university news, sports and now Subway coupons are accessed. Cell phone users can plug into a network on any web enabled phone or wireless device. Users can opt in for text message if they like. 

As the Development Agent for Subway's 700 Los Angeles and Orange County locations, Grewal comments why he is participating in the network, “The goal of Subway’s advertising campaigns is to increase its presence in the consumers’ ‘consideration set’; that is, which fast-food restaurants consumers consider when deciding where to eat.”

The building of content, social network and personalized coupons from local merchants "creates the eyeballs”, says Mr. Leet, Chief Marketing Officer for Hothand Wireless. 

Hothand's CEO and founder, Randy Jaramillo, said, “We believe the long-term win in mobile advertising is in providing specialized content to targeted social networks and supporting that with advertising.”

Tim Leets, Chief Marketing Officer, states, "Ours is a mobile web community. Users want university information, sports, and merchants that are friendly to USC or UCLA."

Jaramillo declares that university students are a natural to begin using mobile content and networking technology. “This is more specific and targeted so that we can control it much easier without having to spend huge amounts of money trying to blanket everybody. We can create communities within the university, merchants and vendors, it benefits all."

Mr. Leets states, “The platform is very flexible in that if Subway wanted to do a national promotion, specific regions can do different promotions or test specific schools."

“The interface can be broken down to as micro as a franchisor wants," interjects Jaramillo.

"Each store has an interface where they can change offerings. Or the region can control content. Publishing individual ads through this platform seem simple. Any school or franchise owner could do this," says Hothand's CEO.

"An owner would log into a secure web site. Type up their offer and upload a photo or logo. Then push publish."

Hothand Wireless aims to enroll 10 universities from around the country in its pilot program by September. The company needs local merchants to participate in the university network.