An overview of Subway's activity at SXSW. How a food/retail brand used technology to better reach its audience in a crowded space.
Text of SXSubway - Subway @ SXSW 2014
1. #SXSUBWAY SUBWAY WAS A SUPER SPONSOR OF THE SXSW FESTIVAL. THE AIM WAS TO DRIVE AWARENESS AND TRIAL FOR THE LAUNCH OF NEW FLATIZZA
2. 2 X KEY ACTIVATIONS SXSUBWAY Lounge within the Convention Center Display of Eatovations Leading with Think Flatizza unique mind game SXSUBWAY Square Flatizza truck daily giveaways Flatizza Toss game Various events and giveaways will also be announced in this space.
3. SUBWAY EATOVATIONS All activity was centered around Subway Eatovations, with several on display: Sweater that orders Flatizza whenever the wearer rubs their belly Track pants that predict the users next order Visitors were encouraged to tweet their own Eatovation concept ideas with the hashtag #SXSUBWAY to have a chance to win one of the tech prototypes.
4. EATOVATIONS: USING WEARABLE TECH Problem: Food could not be sampled within the Convention Center Solution: One-of-a-kind interactive experience harnessing the power of the mind via electroencephalography (EEG) technology to encourage fans to Think Flatizza
5. THINK FLATIZZA While wearing EEG-reading headsets (which measure brain activity), players were asked to focus on images of the SUBWAY Flatizza on a monitor. By concentrating on the Flatizza, players entered a virtual game of tug-of-war which they could win with happy Flatizza thoughts.
6. HOW DID IT WORK? See video here: https://www.youtube.com/watch?v=ccaUxWA7dEI
7. DID THEY THINK FLATIZZA? Over 4,000 games of Think Flatizza played Think Flatizza was included in 34% of total SXSUBWAY Conversations 1,727 posts Fans stared at Flatizza via Think Flatizza for a total of 44.5 hours
8. SXSUBWAY SQUARE The ultimate measure of success did Think Flatizza encourage visitors to visit SXSUBWAY Square and try a Flatizza?
9. FLATIZZA FOOD TRUCK 14k Flatizzas served over 9 days Best day served 1,840 Flatizzas
10. #SXSUBWAY AT A GLANCE 6,500 social posts about Subway at SXSW 3,654 uses of #SXSUBWAY 2,292 uses of #SXSubway and @Subway 1,470 uses of #SXSW and @Subway Our efforts at SXSW drove 38% of the total US conversation around Flatizza from March 7th March 15th SXSW was 12% of the total Subway conversation from March 7th March 15th