SUBWAY(R) Restaurants Franchise Heats Things Up with the Fiery Footlong Frenzy(TM) Campaign Fueled by PlayStation(R)

SUBWAY(R) Restaurants Franchise Heats Things Up with the Fiery Footlong Frenzy(TM) Campaign Fueled by PlayStation(R)

SUBWAY® restaurants Franchise offers diners more than 1 million dollars worth of PlayStation prizes including exclusive "Win Before You Can Buy" opportunities

MILFORD, Conn. --(BUSINESS WIRE)-- SUBWAY® restaurants, the world's largest submarine sandwich franchise, and Sony Computer Entertainment America LLC, today announced a marketing alliance that will offer SUBWAY® diners and PlayStation fans the opportunity to instantly win PlayStation prizes including select products before they are available to buy in stores. The prizes will total more than 1 million dollars in retail value and will be awarded at the rate of one prize per minute during the promotion period.

"This alliance brings SUBWAY® consumers another fresh first; the opportunity to experience the new PlayStation Move before anyone else," said Tony Pace, chief marketing officer of the Subway Franchisee Advertising Fund Trust Ltd. "As a brand that values active lifestyles, SUBWAY® is pleased to join PlayStation in the launch its new active gaming platform and offer our fans this exclusive opportunity."

The collaborative endeavor, entitled Fiery Footlong Frenzy™ Fueled by PlayStation, will feature SUBWAY® restaurants' spiciest sandwiches to date – dubbed Fiery Footlong™ subs – including the spicy New Turkey Jalapeno Melt and the back by popular demand Buffalo Chicken. When they quench the fire with a 32 oz drink, diners will have the chance to win a wide variety of PlayStation prizes, including the highly anticipated PlayStation® Move motion controller, before they become available for purchase in stores in September.

"PlayStation consumers are accustomed to being the first to have access to innovative technology unlike anything on the market," said Ginger Kraus senior director of brand alliances at Sony Computer Entertainment America LLC. "We are thrilled to team up with SUBWAY® in the U.S. to carry on this tradition, and extend the PlayStation experience through strategic partnerships like this that will ultimately benefit fans of both PlayStation and SUBWAY."

The program will offer consumers the chance to win the latest in active gaming and entertainment technology, including: PlayStation Move motion controller software bundles; collector's edition boxes of Gran Turismo® 5 and LittleBigPlanet™2 as well as UNCHARTED 2: Among Thieves™ Fortune Hunter Edition; Sony Bravia 3D TV and HDTV entertainment packs; PSP® (PlayStation®Portable) entertainment packs that include a movie, game and PSP® 3000, and Sony Bloggie Cameras, among other exciting prizes.

Consumers can join the frenzy by redeeming codes from 32 oz drinks, specially marked SunChips® Monterey Jack and Sundried Tomato multigrain snacks, and specially marked SUBWAY® Breakfast sandwiches. Consumers who purchase these items in store can participate by entering the codes at SUBWAYFreshBuzz.com, via mobile device on SUBWAYFreshBuzz.mobi, or via text message to 87963. Participating consumers will learn instantly if they have won.

The SUBWAY® Fiery Footlong Frenzy™ Fueled by PlayStation will be supported by co-branded in-store and online marketing assets, as well as a national promotional TV spot. The in-store elements and advertising campaign will premiere August 16th, in conjunction with the program's launch.

The campaign will also feature a variety of innovative and interactive social media elements. Consumers will be able to participate by paying close attention to @SUBWAYFreshBuzz on Twitter, as the brand will periodically share "frenzy alerts" within special Tweets, dubbed "Fire Drills" where consumers will have additional chances to win.

About SUBWAY® Restaurants

The SUBWAY® restaurant brand is the world's largest submarine sandwich franchise, with more than 33,000 locations in 91 countries. Headquartered in Milford, Connecticut, and with regional offices in Amsterdam, Beirut, Brisbane, Miami, and Singapore, SUBWAY® was co-founded by Fred DeLuca and Dr. Peter Buck in 1965. The SUBWAY® brand was ranked the number one global franchise opportunity in Entrepreneur magazine's 2010 "Annual Franchise 500" listing for the 17th time in 23 years.

About Sony Computer Entertainment America LLC

Sony Computer Entertainment America LLC continues to redefine the entertainment lifestyle with its PlayStation® and PS one® game console, the PlayStation®2 computer entertainment system, the PSP® (PlayStation®Portable) handheld entertainment system, the ground-breaking PlayStation®3 (PS3™) computer entertainment system and its online and network services the PlayStation®Network and PlayStation®Store. Recognized as the undisputed industry leader, Sony Computer Entertainment America LLC markets the PlayStation family of products and develops, publishes, markets and distributes software for the PS one, PlayStation 2, PSP and PS3 systems for the North American market. Based in Foster City, Calif., Sony Computer Entertainment America LLC serves as headquarters for all North American operations.

"PlayStation," "PS one" and "PSP" are registered trademarks and "PS3" is a trademark of Sony Computer Entertainment Inc. All other trademarks are property of their respective owners.

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