Subway enters gaming world with campaign by Wunderman Thompson

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 6 November 2020

Subway is launching its first gaming experience Sink A Sub.

The virtual at-sea battleground, developed by WPP’s Wunderman Thompson, transforms how consumers engage with the brand’s most iconic product - the submarine sandwich. Throughout November, Sink a Sub players can win a “treasure chest” of prizes including an Isuzu M-UX, $10,000, bikes and Subway food.

Customers enter by purchasing a sub-and-drink at participating stores in Australia and New Zealand to receive a code for a gaming experience that invites players to sink a submarine sandwich on the digital gameboard.

“With Sink a Sub, we’re doing things in a fresher way and making everyone a winner,” says Subway head of marketing Rodica Titeica.

“Every guest who plays, wins a prize. So even if you miss when you fire your meatball cannon, you’ll still win instant swag, including Subway cookies, drinks and meal upgrades.”

Brands have been increasingly developing their own gaming experience for consumers as the sector experiences significant growth. According to We Are Social and Hootsuite, weekly downloads of mobile games around the world jumped by 30% this March, aided by lockdowns, compared to the weekly averages for the final quarter of 2019.

In September, KitKat also released its first gaming brand campaign, Break Advised, with a focus on reaching the growing gamer community,

Sink a Sub, with media handled by WPP’s Ikon Brisbane, will be prompted across online, in-store, TV, out-of-home and radio.

“What began as a hallway conversation over 12 months ago has now seen a passionate team at Wunderman Thompson, Ikon and Subway come together to bring Sink a Sub to life,” says Wunderman Thompson experience design director Frank Martelli.

“It's a simple idea that brings fresh energy to the brand in a new and unique way.

“We’ve been very focused on making the game seamless and engaging for users to interact with, whilst working hard to build in complex gamification strategies and frameworks to ensure Subway customers return to restaurants and the game again and again and again.”

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