The company is running the campaign with Pandora’s iPhone application. Subway has relied on mobile advertising in the past to promote new products.

Mobile hunger
The Subway mobile ad reads “Chipotle Chicken & Cheese. See the Sub.”

When consumers tap on the banner, they are redirected to the company’s mobile site where they are encouraged to install the Web app to their home screen.

From, there consumers are also able to learn more about the limited-time product, view the entire menu and sign-up for news and offers.

Furthermore, consumers can tap on the Locator tab on the top of the screen to find the nearest location and try out the product for themselves.

Subway has also incorporated social media into the initiative.

Consumers can tap on the “Like” button to like the brand’s official Facebook page or click on the “Follow” tab to connect with the company on Twitter.

Subway is smart to use mobile advertising to promote its new product.

Consumers are constantly on the go and mobile advertising is an effective channel to reach them.

Moreover, mobile advertising is a great way to promote new products.

Evolution
Subway is no stranger to mobile advertising.

Last year, the company drove consumers in-store via a mobile advertising campaign that promoted its line of turkey melt sandwiches (see story).

Subway also continued its mobile advertising push in June with a campaign that used video and location to encourage consumers to try its summer menu items (see story).

Most recently, Subway rolled out a mobile advertising campaign that promoted its new Steak Melts sandwiches, as well as encouraged consumers to try them out (see story).

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York