Working Overtime: Subway Scores Again With Risky Stanley Cup Play
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A high-risk, high-reward media strategy during the NHL’s Stanley Cup Playoffs is working overtime for Subway Restaurants.
The chain has a deal with NBC to sponsor the “Subway Overtime Intermission Report” every time a game goes into overtime. With two out of the first three games of the 2014 Stanley Cup Finals between the New York Rangers and Los Angeles Kings going into extra periods — Saturday’s Game Two actually went into double-overtime — Subway got high-level product placement across two intermission reports.
Gambling that games will go beyond regulation is something of a “calculated risk,” said Subway CMO Tony Pace. But this is the third year in a row Subway has agreed to sponsor the intermission report on NBC/NBC Sports Network. He’s considering a fourth year next season if the price is right.
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