Subcultures
Subway partnered with the Toronto Raptors with the goal of elevating cultural relevancy and increasing brand affinity with young adults. Together we created ‘Subcultures’, an integrated marketing program that engrained Subway into the Raptors community by celebrating the different subcultures within our fan mosaic.
THE PROBLEM
With increasing competition, Subway faced challenges in maintaining its position as the go-to destination in the QSR sandwich category
THE ASK
Get health-conscious Raptors fans to make Subway a destination, not a default, by enhancing their experience as a consumer and fans
CREATIVE INSIGHT
At Subway, you can personalize your sandwich to reflect your identity and preferences the same way the Raptors fandom is shared and expressed across a diverse group of people
THE IDEA
Subcultures: a three pillared program that consisted of: Subway owning in-game moment that rewarded fans in attendance, a content series which showcased different fans (subcultures) within the Raptors community, and an in-app contest.
The
Results
THE Results
This is the power
of partnerships
