Sandwich Lovers Dive into Subway’s ‘Sink a Sub’ Game and Everyone Wins

    By Sam Roth - Nov 6, 2020
    Sandwich Lovers Dive into Subway’s ‘Sink a Sub’ Game and Everyone Wins

    Subway has unveiled its first-ever gaming experience, ‘Sink a Sub’; a virtual at-sea battleground. Across November, ‘Sink a Sub’ players can win prizes including an Isuzu M-UX, $10k cash, bikes, and Subway food.

    Every customer purchasing a sub and drink at participating Australian and New Zealand Subway restaurants will receive a code for the gaming experience that invites players to sink a submarine sandwich on the digital gameboard.

    “With Sink a Sub, we’re doing things in a fresher way and making everyone a winner,” said Subway Head of Marketing, Rodica Titeica. “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.”

    ‘Sink a Sub’ is Subway’s first venture into a gaming experience, with the concept, build, and promotion developed by Wunderman Thompson in Australia and New Zealand. The agency’s specialists in creative, experience design, shopper, and technology led the gamification strategy and experience, plus the CX and path-to-purchase retail campaign.

    WPP AUNZ’s Ikon Communications in Brisbane will use multiple media channels as they aim to build relevance and drive action. Unlisted, formally known as Passion Pictures, worked with Wunderman Thompson on the animation.

    “What began as a hallway conversation over 12 months ago has now seen a passionate team at Wunderman Thompson, Ikon, and Subway come together to bring Sink a Sub to life,” said Frank Martelli, Experience Design Director at Wunderman Thompson.

    “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.”

    “We know the most motivating and successful promotions are the ones that deliver instant gratification, but logistically they are the hardest to execute,” said Georgia Bruton, Partner – Shopper Marketing at Wunderman Thompson. “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.”

    “Wunderman Thompson and Passion Pictures have brought this digital treasure-map alive with market-leading animation and gameplay,” said Titeica. “This November, plot a course for Subway and claim your own share of the treasure with Sink a Sub.”

    Sink a Sub will be heavily promoted online, in-store, TV, OOH, and radio throughout November.

    Sandwich lovers can take a deeper dive into the ‘Sink a Sub’ game here.


    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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