Subway FreshBuzz

CHALLENGE:
Subway made its sandwich franchise an industry leader by giving customers exactly what they want, how they want it. True to form, the Freshbuzz Facebook app needed to accomplish that same goal by offering a wealth of options and customization for both the end user and client.

GOAL:
To create an engaging experience within Facebook where fans can be introduced to new artists through various activities, tools and rich media.  With the backing of music heavyweights MTV, VH1, and CMT, fans are offered access to exclusive content including: interviews with artists, free downloads, concert tickets sweeps, and more.

These features needed to be packaged together cohesively under a theme while allowing the client to manage updates easily.

SOLUTION:
Subway’s “Eat Fresh” slogan is a fixture worldwide. Tying into this theme, the FreshBuzz app provides visitors with the freshest content.

On the back end, this required a robust system to allow for the managing of content refreshes. Revealing new artists, polls, sweepstakes and news takes only a few clicks in the custom CMS that HYFN built for the client.

To drive user engagement, the polls allow visitors to vote on what will be the next free download as well as enter a contest for free concert tickets once per day. Upon entering, they can share the sweepstakes on their Facebook wall with a click of a button.

RESULT
The Subway FreshBuzz app makes it easy for the customer. Depending on which content is engaged, the app will display different pages to match the artist preference. This was a challenge to build a Facebook application that renders in different states because in general, only one URL may be used per app.

FreshBuzz also includes a Twitterverse module, which displays tweets that have particular hashtags and @replies. The filters, of course, can be controlled via the CMS.

All the features of the app were woven together by the “fresh” theme and integrated as a tab on the Subway Fan Page, which boasts nearly 8 million Facebook likes.