Sandwich chain Subway is taking marketing gimmicks to the next level with a wacky contest that promises free subs for life to someone who legally changes their first name to “Subway.”
The contest, announced this week, will choose a random winner who will receive $750 to cover the costs of getting a legal name change to “Subway.” In exchange, the winner will be entitled to one free sub sandwich per week for the rest of their life.
While some may question how serious Subway is about following through on this offer, the stunt has certainly grabbed attention for the brand. The contest has already gone viral on social media, generating plenty of free publicity for Subway through headlines and meme-worthy discussions.
But the marketing ploy also highlights how far companies are willing to go in the pursuit of publicity. Rebranding a complete stranger by legally changing their first name seems extreme, even for the sake of offering some free sandwiches.
The winner essentially becomes a walking billboard for the Subway brand, their given name now tied to the company for the rest of their life. This raises ethical questions about manipulating people for marketing stunts, no matter the financial compensation involved.
While Subway likely hopes the contest energizes its brand image, the gimmick may actually damage the company’s reputation among some consumers. The stunt could come across as too desperate or out-of-touch, making people question Subway’s priorities and judgment.
Despite the massive awareness this promotion will generate, the risks may outweigh the rewards for Subway. No amount of publicity may be worth tarnishing the brand over a marketing campaign this gimmicky and extreme. In the end, changing someone’s legal name to “Subway” may create more headaches than it’s worth – for both the winner and the company itself.
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