Transcript
Page 1: SXSubway - Subway @ SXSW 2014
Page 2: 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™

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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.

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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.

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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’

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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.

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HOW DID IT WORK? •  See video here: https://www.youtube.com/watch?v=ccaUxWA7dEI

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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

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SXSUBWAY SQUARE

The ultimate measure of success – did Think Flatizza encourage

visitors to visit SXSUBWAY Square and try a Flatizza?

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FLATIZZA FOOD TRUCK

14k Flatizzas served over 9 days

Best day served 1,840 Flatizza’s

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#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

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