Ad Location is Important

I was on the subway today and saw a great campaign for Maynards candy.  You know the fuzzy peaches, gummi bears, etc?  They're doing a contest where users have to 'track down' these criminals, and each brand has  a funny name.  Jerry Bomb for Cherry Bombs.  You get the idea.

What struck me as odd was the media buy.  This campaign is promoting a huge call to action: Either via mobile or web, they want you to get to their Facebook App for contest entry.  You can txt, scan a QR code, or visit the  URL.  The problem is that all three of those calls to action (and especially the QR code, since I have to do something

 require mobile access.  They want me to visit a website from the one place in the city where I'm guaranteed NOT to be able to get a signal-- the underground depths of the TTC.

I understand that the creative was likely developed for multi-channel, and that this is fine on a billboard or a transit shelter or in a magazine--- but this was a huge ad buy.  This was one of those transit buys that has the big posters on each side of the subway doors and then the horizontal skinny backlits up top.  Did anyone think about the actual

 of the user?  Were they just hoping I wouldn't scan until I got to Keele or Old Mill or one of the few stations that pops above ground for a few seconds?

Should they have just changed the creative on the subway buy to make the call to action slightly different? Or maybe just make it awareness based and reinforce the URL for the user later?

Don't get me wrong--

I'm sure this campaign will succeed

, because it's a great concept, fantastic creative, and fun interaction... I just wonder about the subway.