When you’re making lunch plans, do you frequently find yourself at a local sub shop enjoying a delicious torpedo, chicken parmesan, or B.L.T.? If so, how does winning free subs for an entire year sound? Chances are it probably sounds too good to be true. But guess what? It isn’t! Blimpie has recently launched a campaign that provides mobile users with a chance to win lunch on them for a year. Here’s how the popular sub shop is using mobile to engage with its customers, and here’s what you can learn from their case study.
Blimpie has been serving up delicious sandwiches to hungry customers since they opened back in 1964 [1] . Three friends teamed up to open the flagship Hoboken, New Jersey location and set their sights on growth from the start. By 1967, they had expanded operations to 10 quick service restaurants in the New York/New Jersey area. The company experienced its ups and downs during the 1980s and 1990s, but they’ve come out on top. Today, the popular sub shop has over 2,000 locations around the world.
Recently, Blimpie has turned to mobile marketing to broaden its reach. The quick service restaurant chain has launched a mobile gaming [2] app called Blimpie Run that’s designed to grab the attention of potential customers in the 18-30 age demographic. And they’ve included a unique incentive for playing. Mobile users who download Blimpie Run and level up frequently have the chance to win free subs for an entire year. One winner is drawn each month.
The new app, which was rolled out for iPhone and Android users last month, has received plenty of positive feedback from mobile gamers and sub lovers alike. Blimpie Run [3] users take the role of restaurant mascot Del E. Fresh. Along the way, he encounters a number of challenges, such as dangerous predators like scorpions, and unique obstacles that vary based on which state he’s running through. The goal is to collect as many sub ingredients as possible and get Del E. Fresh to Blimpie safely [4] . Whether you truly love subs and want in on the chance to win or simply enjoy playing games on your smartphone, Blimpie Run is a fun â€" and free! â€" download.
This isn’t the first time a quick service restaurant has experienced success with mobile gaming. Earlier this year, Dominos Pizza launched Pizza Hero , an iPad app that was developed to get potential customers interested in their brand. The wildly popular app currently has over 2000 reviews in iTunes, and a 4+ rating from gamers. Whether the new Blimpie mobile game will be as successful as Pizza Hero remains to be seen, but if early signs are any indication I predict it will be a win for the popular sub shop.
Have you been thinking about exploring the mobile channel to engage with your quick service restaurant customers? If so, mobile gaming could be a creative and fun way to do it. Instant.ly’s [5] integrated survey, sampling, and analysis platform can help you get started on developing a customized mobile strategy that’s right for your brand.
Links
- ^ since they opened back in 1964 (www.blimpie.com)
- ^ mobile gaming (mashable.com)
- ^ Blimpie Run (play.google.com)
- ^ get Del E. Fresh to Blimpie safely (www.qsrweb.com)
- ^ Instant.ly’s (instant.ly)
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