Subway is using 73 animated gifs as creative for a mini-campaign consisting of Promoted Tweets and organic messages on Twitter as well as a few Facebook posts, starting today as part of its #januANY ($5 "Footlongs") cross-media push this month. Working with social content producer Giphy and digital shop 360i, the sandwich brand plans to push that number to more than 100 in the coming days.
The idea, of course, is for consumers to rapidly share the unusually large number of quirky, pixely animations with their friends and family via social media channels. Subway doesn't currently have a dedicated Tumblr marketing page (but plans to launch one soon, per a source), which is surprising—for this particular effort—since that social site is all about gifs.
Below is a handful of examples from the gif onslaught.