Subway needed to maximise their return on investment for their Team Subway V8 Supercar. For two of Australia’s largest motorsport events Subway wanted to connect and engage with fans at the Bathurst 1000 and the Gold Coast 500. In order to activate trackside Subway needed to set up a merchandise tent that had a section dedicated to brand activations. We were given a very short lead time of 3 weeks to conceptualize and bring to life as space that met the V8 supercars criteria of an activation space contained in a merchandise tent.
To drive interest, we tapped into the iconic Ford vs Holden rivalry, inviting fans to play for their chosen team. An interactive Subway merchandise zone featured branded games, with scores tallied throughout the day to fuel friendly competition. Fans also posed on a winners’ podium with replica trophies and shared their photos on social media to earn exclusive Subway merchandise. The combination of interactive games, social sharing and branded giveaways extended Subway’s presence beyond the track and into fans’ online feeds, helping the brand stand out throughout the event.
Across the 2 events, hundreds of racing fans has a positive brand experience with Subway by competing passionately with fun games for either Team Ford or Team Holden. We ensured social sharing through our giveaway mechanic exposing the reach of the V8 involvement to thousands more users on social media.
We handed out over 6,300 branded items and over 700 Subway Merchandise items were sold helping cover the cost of the activations.
