Subway believes that everyone deserves a good feed. Which is why, on World Sandwich Day, for every sub sold, customers receive another sub free and, more importantly, Subway donate a meal to someone in need.
To show Australians just how many people Subway helps, our strategy was to share donation information in real-time, via The Subway Live Feed.
For the first time in Subway’s history, we pulled live transactional data from point-of-sale systems across 1394 stores nationwide. We then fed that directly into our digital out of home and online media channels, serving up-to-the-minute donation results across the country.
With only a 7-day campaign to help promote the event, we built interest and anticipation with engaging countdown messaging across broadcast media, worked with a strong body of influencers and was able to secure live content within the Today Show.