Is Subway Going for the Gold?

Michael Phelps and Subway

Image from: Michael Phelps Eating Footlong / Flickr

With the upcoming London Olympics right around the corner, it’s nearly impossible to miss the Michael Phelps craze. Whether he is swimming the butterfly or describing his favorite sub, Phelps has been in the public’s eye. All this talk about Phelps led me to Subway.com where 5 Dollar footlongs, Apolo Ohno, nutrition facts, and the avocado craze were heavily promoted.

Has Subway been able to capitalize on their sponsorship with Phelps that began back in 2008? Will the strong association between Phelps and the Olympics carry over to Subway’s new spokesperson as the London Olympics get underway? Has this sponsorship with Phelps increased web traffic to Subway.com because of the Olympics?
Looking on Compete.com we can see Visits per Person to subway.com for the month of June.

Vists Per Person to Subway.com

The Visits per Person has been on the rise to Subway.com ever since April. I wonder if the excitement of the Olympics and the Olympic Trials were contributing factors to the rise. However, upon further exploring, I discovered that the daily reach for Subway (below) was up 6.15% for the month of June. This led me to wonder why the people on the sites stayed for longer, were they looking to discover Phelps favorite footlong?

Daily Reach to Subway.com

It wasn’t until I looked at traffic to Olympic.org that I found something very interesting. Michael Phelps was ranked 13th in keyword referrals to the site amongst branded keywords. Is this strong association between Phelps and the Olympics enough to increase traffic to Subway.com?

Daily Search Referrals to Olympic.org

I predict that this sponsorship will bring brand exposure to Subway.com. The commercials with Phelps have surfaced and I feel that July will generate numerous unique visits to Subway.com with positive month-over-month numbers. Subway and their sponsorships with Olympic athletes such as Phelps and Ohno could become a trend for the franchise if the upcoming months show an increase in traffic. It’s up to the July data to determine if this sponsorship has earned the gold.

About Tricia Grasso:
Tricia joins Compete to work in the Sales department as a Business Development Intern. Tricia is currently studying at the Isenberg School of Management at UMass Amherst where she is double majoring in Marketing and Sports Management. She is aspiring to leave a mark through creative and unique marketing techniques. Find Tricia on Twitter @TriciaGrasso or connect with her on Linkedin.