Subway launches ‘Sink A Sub’ gaming experience

Subway has unveiled a virtual gaming experience designed to transform the way consumers engage with the brand’s iconic subs via Wunderman Thompson Australia.

During November, customers can play the Sink A Sub game to win prizes including an Isuzu M-UX, $10,000 cash, bikes and Subway menu items.

Subway Sink A Sub Out Of Home Branding

Every Subway customer who purchases a sub and drink at participating restaurants in Australia and New Zealand will receive a code to play the nautically themed gaming experiences, based around sinking a submarine sandwich on a digital gameboard.

It’s Subway ANZ’s first venture into gamification, with the build and promotion by Wunderman Thompson, who led the gamification strategy and experience, plus the CX and path-to-purchase retail campaign.

Head of marketing, Rodica Titeica, said one of the key parts of the campaign is that every participant wins a prize.

“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,” she said.

WPP AUNZ’s Ikon Communications Brisbane is rolling out the campaign across multiple media channels.

Unlisted (formally known as Passion Pictures) also worked alongside Wunderman Thompson to bring the animation of the gaming experience to life.

Wunderman Thompson experience design director, Frank Martelli, said the idea began as a hallway conversation over a year ago. “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,” he said.

Wunderman Thompson partner – shopper marketing, Georgia Bruton, said campaigns that offer instant gratification can be challenging to deliver.

“We know the most motivating and successful promotions are the ones that deliver instant gratification, but logistically they are the hardest to execute,” she said.

“The Subway team were undeterred and agreed that to deliver a successful campaign, we needed to reward all customers with not only a fun and interactive experience, but one in which everyone wins instantly.

“Well done to Subway for believing in such a great idea and for being such a great partner. It took true partnership skills to make something like this happen, especially in the space of three months.”

Sink a Sub will be promoted via online, in-store, TV, out of home and radio throughout November.

Wunderman Thompson was reappointed to Subway Australia’s creative account earlier this year.


Wunderman Thompson
Ana Lynch: Partner
Sheridan Turner: Group Engagement Lead
Bronte Rohrig: Engagement Manager
Angela Morris: National Chief Strategy Officer
Frank Martelli: Experience Design Director
Yvonne Jahn: Head of UX Design
Marvin Cheung: Senior UI Designer
Kate Roden: UI Designer
Koji Yajima: Junior UX Designer
Heidi Fidel: Junior UX Designer
Nick Doring: Associate Creative Director
Kat Thomas: Associate Creative Director
Amee Wilson: Art Director
James Southey: Copywriter
Julian Batty: Designer
Evelyn Tran: Designer
Ben Dubuisson: Tech Lead
Priscilla Edmonds: Digital Project Manager
Hamish Lamb: Front-end Lead
Luciano Di Giuseppe: Senior Server Side Developer
JM Beltran: Front-end Developer
Annie Kyles: Front-end Developer
Samina Munir: Tester
Georgina Bruton: Managing Partner, Shopper
Emma Williams: Senior Engagement Manager, Shopper
Sandi Gracin: Head of Screen
Chloe Marshall: Integrated Producer
Kel Gronow: Editor

Media Agency: Ikon Communications

Rodica Titeica: Head of Marketing ANZ
Ben Mile: Senior Marketing Manager
Raquel Hine: Marketing Manager
Kate Munro: Assistant Marketing Manager
Wannetta Samidurai: Assistant Marketing Manager
Geoff Fowler: Assistant Marketing Manager – Loyalty

Unlisted (formally known as Passion Pictures)
Director: Nick Lines
Executive Producer: Graham Pryor
Producers: Megan Plane & Liz Manning
Storyboards: Dylan Shearsby
Concept Designers: The Stompin’ Ground
Character Designer: Sacha Bryning
CG Modeller: The Stompin’ Ground, Kevin Taylor
Cinema 4D: Miguel Rodrigues
Head of VFX: Adrian Oostergetel
3D Generalist: Duncan McDonald
3D Animator: Rodrigo Torres
Design: Will Hunt
AE Animator: James Neilson, Josh Le Good
Online: Tom Marley


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