Download - SXSubway - Subway @ SXSW 2014
#SXSUBWAY SUBWAY WAS A ‘SUPER SPONSOR’ OF THE SXSW FESTIVAL. THE AIM WAS TO DRIVE AWARENESS AND TRIAL FOR THE LAUNCH OF NEW FLATIZZA™
2 X KEY ACTIVATIONS SXSUBWAY Lounge – within the Convention Center • Display of ‘Eatovations’ • Leading with ‘Think Flatizza’ – unique mind game
SXSUBWAY Square • Flatizza truck – daily giveaways • “Flatizza™ Toss” game • Various events and giveaways will also be announced in this space.
SUBWAY EATOVATIONS
All activity was centered around Subway ‘Eatovations’, with several on display: • Sweater that orders Flatizza whenever the wearer rubs their belly • Track pants that predict the users’ next order Visitors were encouraged to tweet their own ‘Eatovation’ concept ideas with the hashtag #SXSUBWAY to have a chance to win one of the tech prototypes.
EATOVATIONS: USING WEARABLE
TECH
Problem: Food could not be sampled within the Convention Center Solution: One-of-a-kind interactive experience harnessing the power of the mind via electroencephalography (EEG) technology to encourage fans to ‘Think Flatizza’
THINK FLATIZZA While wearing EEG-reading headsets (which measure brain activity), players were asked to focus on images of the SUBWAY Flatizza on a monitor. By concentrating on the Flatizza, players entered a virtual game of tug-of-war which they could win with happy Flatizza thoughts.
HOW DID IT WORK? • See video here: https://www.youtube.com/watch?v=ccaUxWA7dEI
DID THEY THINK FLATIZZA? Over 4,000 games of Think Flatizza played
Think Flatizza was included in 34% of total SXSUBWAY Conversations – 1,727 posts
Fans stared at Flatizza™ via Think Flatizza for a total of 44.5 hours
SXSUBWAY SQUARE
The ultimate measure of success – did Think Flatizza encourage
visitors to visit SXSUBWAY Square and try a Flatizza?
FLATIZZA FOOD TRUCK
14k Flatizzas served over 9 days
Best day served 1,840 Flatizza’s
#SXSUBWAY AT A GLANCE – 6,500 social posts about Subway at SXSW – 3,654 uses of #SXSUBWAY – 2,292 uses of #SXSubway and @Subway – 1,470 uses of #SXSW and @Subway – Our efforts at SXSW drove 38% of the total US
conversation around Flatizza™ from March 7th –March 15th
– SXSW was 12% of the total Subway conversation from March 7th –March 15th