Subway joins O2 Media's location based texting service

O2 More customers who have opted in to the You Are Here location service will be sent a multimedia message and a voucher to their mobile when they are near a Subway store.

They can redeem the offer in-store by presenting the voucher to sales staff.

O2 Media launched You Are Here last year. Partners using the service include House of Fraser, Starbucks and American Express.

Subway is the first retailer to supply the campaign with vouchers that be scanned by mobiles.

Simon Wallwork, marketing manager at Subway, said: "In conjunction with Subway's commitment to contactless payment, this advance demonstrates our dedication to providing an innovative consumer experience. This is the next step in the mobile evolution of Subway."

The tie-up follows last week's launch of O2's extended Priority Moments loyalty scheme, which also offers location based discount vouchers.

A O2 spokesperson said the latest scheme differs from Priority Moments because You Are Here's offers are not always exclusive.

This article was first published on marketingmagazine.co.uk