O2 Media has launched a scannable smartphone discount voucher campaign for Subway within the O2 More location-based messaging service, You Are Here. O2 More consumers will be able to redeem the MMS discount vouchers by scanning their smartphones or tablet devices in Subway stores.

You Are Here alerts opted-in O2 users to the latest Subway offers via text message when they approach a local store. The technology works using ‘geo-fences’ which are set up around Subway outlets; when a customer who is opted in to O2 More enters the target area they automatically receive an MMS.

“Subway is at the forefront of mobile phone innovation,” says Subway’s
Simon Wallwork. “Capitalising on the group’s SUBCARD technology, we are delighted to be the first retailer to offer consumers the barcode recognition mechanic, combined with a location-based texting service. 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.”