Subway, Electus Launch 'High School Heroes' Program
NEW YORK - Subway and Ben Silverman's Electus are looking to engage the high school community with an eight-week interactive competition on Facebook that honors inspirational students and teachers.
Dubbed Subway High School Heroes, the social entertainment program and competition allows people to nominate and vote for their favorite everyday school heroes. At stake is the chance to be crowned Subway's ultimate High School Hero.
Silverman, founder and CEO of Electus, which is housed at Barry Diller's IAC, said the concept of the crowd-sourced heroes that his team created could also be applied to various other areas - from health to innovation and green/environmental efforts.
"More and more brands are looking to tap into the crowd and community," he said. "This concept can work in other areas."
About Subway High School Heroes, Silverman said: "Social media is transforming how consumers communicate and tell their own stories on a constant and shared basis. We are thrilled to build a franchise that can engage audiences in brand narrative and community empowerment and work with world class brands on a creative campaign designed to inspire and champion young people around the country."
The winning hero will be announced via Facebook on Dec. 16, 2010 and get win a grand prize of $10,000 and an Apple iPad.
Subway has been on Silverman's radar since his time at past employer NBC where Subway developed a successful integration with Chuck.