The ask:
Create a brand moment that fits naturally into the social behaviour and discussion surrounding the Super Bowl, to promote a weekend-long sale, encouraging fans to order Subway for the big game.
The result:
We took advantage of the audible similarity between “Super Bowl” and “soup or bowl” to create something unforgettable. With just a misheard phrase, we hijacked the the hype of the biggest weekend in sports, and used it to create an iconic brand moment.
15M impressions, 1.3M+ stream viewers, 4.7K engagements, and a 2400%1 increase in Twitch followers.
EVERY YEAR, FANS FLOOD THE INTERNET HUNTING FOR A LINK TO LIVE-STREAM THE BIG GAME
So we found fans looking for links and misdirected them to The Soup or Bowl stream.
We infiltrated Reddit and forums where fans looked for links, and misdirected them using undercover accounts. Commenting across 20 different communities on a number of posts, we generated 14.5k impressions.
We created social posts, guiding fans right where we wanted them.
Our existing audience was teased for a week before revealing our offer and the moment we’ve all been hungry for:
✨The Soup or Bowl✨
A game length live stream hosted on Twitch. Featuring the stars of this entire campaign: the humble Subway soup, & bowl.
(Maybe some information about the offer in there too…)
Yes, it was 4 hours long.
No, people were not (completely) mad about it.
The stream was loaded with secret codes rewarding viewers for watching. They even worked together to spot codes and cash in.
Our final push to drive fans to our stream was a home page takeover on the host platform itself. Including a banner graphic and First Impression Video, where every viewer saw this tantalizing spot during their first Twitch broadcast of the day.
Overall, The Soup Or Bowl was a triumphant success, earning 15M impressions, 1.3M+ stream viewers, 4.7K engagements, and a 2400%1 increase in Twitch followers— we even managed to snag some press!
Looking for more? Check out what Subway Canada has been up to lately:
- from 14 to 350… but man, does 2400% sound sexy or what?! ↩︎