Subway: Lessons in Integrated Branded Content
Geoffrey Precourt
Tony Pace, svp/cmo of the Subway Franchisee Advertising Fund Trust, insists the fast food chain is "a big believer in traditional television advertising."
But it is much, much more. And the delivery of its brand message across any number of broadcast opportunities renders such standard metrics as reach and frequency as ludicrous.
Indeed, tuning into NBC at times seems like an alternative-reality TV show, a visit to a programming universe where all the inhabitants eat "Five Dollar Foot-long" submarine sandwiches (one of the chain's signature products).
In 2000, just as America...