Working with Crenshaw Communications and video production company Red Popsicle, Quiznos focused on social media, including enhancing its Facebook page with an application allowing consumers to upload their picture onto a Toasty Torpedo-themed image.
"You can't just get active on social media without things to talk about, and a contest such as this, with efforts supporting it, really helps you to be relevant," said Chris Ruszkowski, senior director of consumer communications for Quiznos. "We're continuously looking at ways we can use PR and social media to help our dollars go further."
Between May 20 and June 5, Quiznos traveled around the country compiling a video of people nationwide eating the Toasty Torpedo sandwich. Throughout the trip, the company Tweeted their whereabouts, building buzz leading up to the "Where do you Torpedo?" launch.
Though the sandwich was officially introduced in late March, Ruszkowski said the timing of this contest campaign, which focuses on the portability of the sandwich, is perfect to align with the start of summer.
"People are on the go…and we wanted to do a lot of PR and a contest that is user-generated to have people show us that they are on the go with the Torpedo," he said. "We felt it was very time-relevant to [introduce] communications around this product attribute."