Project Summary

FMCG, Food & Beverage

Key Objectives:
Soft drinks Upsales

Subway Scrabble

Headline Results:
15.000 rewards delivered & significant sales uplift

About Coca Cola and Subway Scrabble

Coca-Cola (CCGB) is responsible for marketing 21 brands to consumers in Great Britain, developing new brands, extending existing brands and protecting Coca-Cola trademarks in Great Britain.

Licensed by Hasbro Inc, Subway Scrabble was a joint-promotion between Coca-Cola and Subway to drve soft drink sales in 1,600 Subway franchises across the UK.  The premise of the Subway Scrabble game was for customers to collect Scrabble game pieces each time they visited a store and to build words to win a range of prizes.  

The Challenge

Coca Cola wanted to drive sales of their products at the point of sale by engaging customers in the Subway Scrabble promotion.  To do this Coca-Cola asked incentivesmart™ to design a programme that tracked and rewarded key behaviours that would influence consumer participation in the Scrabble promotion.   

The Solution

Working with Subway's Mystery Shopping supplier and Coca Cola we established 3 key behaviours that would influence consumer participation and, therefore, sales uplift. These 3 behaviours were monitored in each stores mystery shopping visits which were conducted twice per month per store during the promotional period.  The 3 questions measured in the mystery shopping visits were:

  1. Did the staff member upsell you to a drink?
  2. Was the relevant Subway Scrabble POS on display?
  3. Did the staff member invite you to take part in the Scrabble promotion? 

All Sandwich Artists at successful stores would receive a pair of free Cineworld tickets to use at any Cineworld cinema across the UK.

The Results

Over 15,000 rewards were sent out to Subway Sandwich Artists at stores that successfully achieved the rewards criteria.  Coca Cola reported significant sales uplift during the promotion and engagement in the Subway Rewarding Champions programme was also positively impacted.