Subway’s NFL activation kicked off in early September with the launch of an integrated campaign, created by agency ad agency dentsumcgarrybowen, featuring NFL talent and restaurant promotions which sets out to ‘enable fans to enjoy two of America’s favourite things – Footlong Subs and Football.
The ‘Footlong Season’ campaign includes a ‘Free Footlong when you buy two’ offer promoted through a spot called ‘Got This’, and a trio of TV commercials spearheaded by a spot starring legendary coach Bill Belichick called ‘Belichick Sleeves’ and ‘Joy Of Belichick’, followed by an TVC featuring the Watt brothers (JJ, TJ and Derek) called ‘Watt Family Shed’ which will be followed by an ad featuring NFL Hall of Famer Deion Sanders.
The campaign also includes print, digital, out-of-home and social media marketing throughout the football season.
Additional kickoff strands include the social media based ‘Magic 8 Bill’ initiative which gives fans/consumers a chance to ask Belichick a question.
Have a question this Footlong Season™? Ask the Magic 8 Bill, then tap the gif for an answer from the GOAT. pic.twitter.com/dr49H9F2i3
— Subway® (@SUBWAY) September 3, 2020
“In our first play as a proud sponsor of the NFL, we’re pairing our game day favorite Footlongs with America’s favorite sport and intercepting football culture with an elite squad of stars to help turn football season into footlong season,” said Carrie Walsh, Subway’s chief marketing officer in a campaign launch PR statement.
“Entertaining ad creative, unexpected activations and special meal deals are just the start of our blitz to keep fans excited and fully fueled for every NFL game no matter where fans watch football this season.”
Outcome:
Across the brand’s own social platforms, since it was launched on 1 September the spots and supporting social posts have collectively generated 1.8m YouTube views, 100K Facebook views and 15k Twitter views.
Comment:
It was back at the end of July that the National Football League (NFL) announced Subway restaurants as a new official sponsor in a multi-year deal which gives the world’s largest sandwich brand exclusive marketing rights, experiences and activation opportunities at key NFL events.
This will also see the brand sponsor the ‘NFL Flag’ (the largest US flag football league) and ‘NFL Play 60 (a programme dedicated to keeping youth active and healthy).
Links:
Subway
https://www.youtube.com/user/subway
https://www.facebook.com/subway
https://www.instagram.com/subway
dentsumcgarrybowen
NFL
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