Subway®
How Subway® reached “the unreachable” and conquered their hearts.
Brief
Subway’s core target audience (16-34 year-olds) is admittedly hard to reach. They are avid users of ad blockers, have a short ad attention span, and habitually consume non-traditional media. But they share a common habitat: the gaming world.
Idea
Establishing Subway® as a fully integrated and welcomed part of the gaming community by making gaming more fun for all players.
Solution
Subway® Suberior League, a unique gaming experience with six different activations all within the same campaign, such as:
A nine-week 5v5 Counter-Strike tournament broadcasted live on Twitch from Subway’s studio every Sunday, promoted by esports stars and with an attractive prize pool – Cash & Subs.
A Subway®-branded Counter-Strike map available 24/7.
A grand final event in Stockholm, featuring matches, activations, and Subway® merchandise.
Results
Subway® Suberior League not only achieved exceptional organic and paid media results but also significantly enhanced the brand love, positioning Subway as a preferred choice within the gaming community. A few examples: Social reach 3,887,325 (388% OET), Minutes watched 2,961,257 (185% OET), Time Spent Gaming with Subway 10,010 hours.
In collaboration with Essencemediacom and Esportal.
