Objective

Increase awareness around Subway’s $2.49 daily special
in targeted DMA

Drive sales from Subway’s heavy users (men 18-34)

Tactic

Launch 3-week campaign in the most popular online action game played among men 18-34

Run in-game campaign in tandem with regularly scheduled TV flighting, increasing total audience exposure

Result

Delivered more than 200,000 local market impressions

Reached 31,000 unique gamers

Achieved 19,036 eyeball hours of exposure

Received 94% ad recall in post-campaign survey