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Subway partners with NBC for cross-platform ads

BY Dan Berthiaume

Milford, Conn. – Subway is entering a cross-platform advertising partnership with NBCUniversal for its new interactive game show “Million Second Quiz.” In addition to providing gift cards to contestants during the course of the show, Subway will offer photo opportunities and social media engagements.

Other aspects of the joint campaign will include messaging on Facebook and Twitter, a prize of a year’s worth of foot-long subs via an NBC radio promotion, and a Subway presence in the live stream both online and in the MSQ App.

"Million Second Quiz combines the reach of broadcast television with the frequency and engagement of on-going digital exposure," said Tony Pace, Subway global chief marketing officer. "Add the presence and personality of Ryan Seacrest and, in our estimation, it is a winner even before anyone sits in the Money Chair."

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EA Sports taps U.S. soccer national team captain as new brand ambassador

BY CSA STAFF

REDWOOD CITY, Calif. — Electronic Arts has entered into a multi-year endorsement deal with the captain of the U.S. Soccer National Team, Clint Dempsey. As part of the deal, Dempsey will serve as EA Sports Football Ambassador.

Dempsey, attacking midfielder and member of the Seattle Sounders, will make his FIFA franchise debut in a FIFA 14 GameStop commercial. The full 30-second ad spot features Dempsey coaching a fan through various post-goal celebration moves.

Dempsey recently returned to Major League Soccer in the United States after seven seasons in the Barclays Premier League. The 30-year-old forward scored 7 Premier League goals in 29 games during 2012-2013. Dempsey has made 100 appearances for the U.S., and played in the 2006 and 2010 FIFA World Cups. He ranks second on the Americans’ all-time scoring chart for international strikes with 36.

“Clint Dempsey is an incredible talent on the field who exudes a palpable excitement and passion for the sport,” said Randy Chase, senior director of North America marketing for EA Sports. “His return to the United States marks a tremendous leap forward for soccer in the country and we are thrilled to partner with Clint on many projects that will continue to drive the exploding popularity of the sport in America.”

“Having been a longtime fan of the EA Sports FIFA franchise, I am thrilled to join the FIFA team,” said Dempsey. “The FIFA games have played an important role in bringing many new fans to soccer in the United States and it’s awesome to partner with the team to continue the great work they’ve already been doing.”

FIFA 14 will be available on the Xbox 360 games and entertainment system from Microsoft, PlayStation 3 computer entertainment system, PC and other platforms on Sept. 24 in North America and Sept. 27 worldwide. FIFA 14 will also be available later this year with the launch of the Xbox One, the all-in-one games and entertainment system from Microsoft, and PlayStation 4. FIFA 14 is available for pre-order now on selected platforms at http://www.origin.com and other retailers.

Electronic Arts delivers games, content and online services for Internet-connected consoles, personal computers, mobile phones and tablets. EA has more than 300 million registered players and operates in 75 countries.

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Macy’s appeals to Millennials with active wear expansion

BY CSA STAFF

Macy’s is looking to enhance its appeal to Millennial customers by expanding its athletic apparel assortment, which will include Nike, the North Face, Under Armour, Calvin Klein Performance and Ideology, to more stores this fall and the addition of Helly Hansen in select locations.

This expansion is part of the retailer’s Millennial strategy designed to attract a new generation of customers looking for trend, style and value. Macy’s will begin rolling out new product for men, women and kids to stores and on macys.com this month.

“As we continue challenging ourselves to better serve the evolving needs of Macy’s current and future customers, it became clear that active apparel presented an opportunity for growth,” said Jeff Gennette, Macy’s chief merchandising officer. “Our customer insights show that our Millennial customers have significant crossover in shopping active where we have the assortment, so we believe that satisfying his and her total lifestyle must involve more fashion and function in our active offerings. We are working with the best brands in the category to bring our customers exciting merchandise that will serve their athletic interests in all endeavors — from the yoga studio to the weight room, to hiking and rock climbing.”

To enhance the customer experience across the country, omnichannel kiosk technology will be incorporated into the active wear initiative to allow customers to access the brands from any store. The new technology represents another layer to Macy’s Omnichannel strategy, which focuses on enhancing the synergy between in-store and online channels.

Macy’s operates approximately 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam, as well as an e-commerce site.

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