Alternative Revenue Focus | Monday, October 4, 2010
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What Stations Are Doing: Subway Serves Radio More Than a Traditional Ad Campaign

To promote its "Build Your Better Breakfast" menu, Subway partnered with Clear Channel to stage a competition that will give one unsigned band or artist the chance to open for the Goo Goo Dolls at an upcoming concert. The Subway Fresh Artists contest is part of a broader campaign Subway is airing across Clear Channel stations and websites, Premiere Radio Networks and the iheartradio digital platform.

The first phase of the competition, which ran from September 10-21, invited artists in the pop, rock, country and singer-songwriter genres to upload their "wake-up" songs through a module on Clear Channel websites, iheartradio.com or online music destination OurStage.com. Consumers vote for their favorite songs with the top 50 entries from each of 10 regions advancing to a second round that began October 1. A panel of Clear Channel PDs will help choose one winner in each region, who will receive $500 Subway cards and $1,000 cash.

Members of the Goo Goo Dolls will help select the grand prize winner, who will open for one of their concerts, receive a $1,000 cash prize and a session with a professional songwriter. More than 1,200 songs have been uploaded and 280,000 votes cast. "We believe in multi-platform programs, and this works well across several media content platforms," Subway chief marketing officer Tony Pace says.

Clear Channel executive VP and president of global media sales John Partilla says the campaign "is changing the paradigm for discovering and monetizing musical content."

The cross-platform integration was facilitated by Los Angeles-based brand studio Content & Company.

(Source: Inside Radio, 09/23/10)

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