Subway launches first ever gaming experience

Gaming fans are in for a treat with Subway’s latest marketing initiative, called Sink A Sub.

The sandwich franchise, which has more than 43,000 stores worldwide, has launched a fun gaming experience for its customers in Australia and New Zealand. ‘Sink A Sub’ is a pirate-themed mobile application featuring a virtual battleground.

Every week in November, players are in with a chance of getting their hands on big prizes, like an Isuzu M-UX and £10,000. Smaller offers like bicycles and Subway food are also up for grabs.

Whenever a customer buys a submarine sandwich and drink at a participating store in Australia or New Zealand, they’ll receive a code to access the game. All they have to do is try to sink a submarine sandwich in the application. The franchise’s Head of Marketing, Rodica Titeica, said:

“With Sink a Sub, we’re doing things in a fresher way and making everyone a winner. 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.”

Frank Martelli, Experience Design Director at Wunderman Thompson, the company behind the game, explained:

“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. 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.”