This time of year is known for many things, but two things that are high on the list are charitable giving and fun movies. As we gather with our families, it’s a great time to head out for a movie together, but it’s also important to think about giving back, remembering those who are less fortunate. Subway has come up with a fantastic idea this year, combining one of the hottest new movies of the season with an opportunity to help—and they’re promoting it all through social media.
The movie, of course, is Catching Fire. The second film in the Hunger Games series, this one has the right combination of action, drama, spectacle, and pretty people to please just about everyone in the family. The way Subway is using it to give back is pretty clever: participants simply head to a Subway store, snap a picture of themselves with a Catching Fire standee, and tweet it using the hashtag #subtracthunger. That’s it! For every photo shared, Subway will donate a meal to a needy person. Participants are encouraged to share news of the contest with their friends, via Facebook and Twitter, in order to bring more people on board.
This charitable promotion goes along with Subway’s current Catching Fire Sweepstakes. For a chance to win the sweepstakes, customers look for codes on 30-ounce collector cups and select bags of chips, which they then enter online to win prizes that include things like food, movie tickets, gym memberships, and even trips to Hawaii and Hollywood. Some of the codes earn instant prizes, while others enter participants for a chance at the bigger-ticket items.
All in all, this is a pretty smart way to drum up business. People will buy Subway food in order to find the sweepstakes codes, and then will leave feeling good about themselves and the company, having taken a silly picture in order to donate to charity. It’s an easy way to give and an easy thing to share on social media, which means there will be plenty of warm fuzzies about Subway in conversations—social and otherwise—this year.
This is just one more example of a company using social media to promote itself, and combining it with a charitable act in order to look good doing it.