An overview of Subway's activity at SXSW. How a food/retail brand used technology to better reach its audience in a crowded space.

2. #SXSUBWAY
SUBWAY WAS A ‘SUPER SPONSOR’
OF THE SXSW FESTIVAL.
THE AIM WAS TO DRIVE AWARENESS
AND TRIAL FOR THE LAUNCH OF
NEW FLATIZZA™

3. 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.

4. 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.

5. 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’

6. 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.

7. HOW DID IT WORK?
• See video here: https://www.youtube.com/watch?v=ccaUxWA7dEI

8. 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

9. SXSUBWAY
SQUARE
The ultimate measure of success –
did Think Flatizza encourage
visitors to visit SXSUBWAY Square
and try a Flatizza?

10. FLATIZZA FOOD TRUCK
14k Flatizzas served over 9 days
Best day served 1,840 Flatizza’s

11. #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