Subway at the cinema
The Brief
- Drive relevance among gen z
- Find culturally relevant partners that connect with Gen Z, showing up where they are.
- Increase late night bites
- Increase footlong cookie sales later in the afternoon and at night.
- Create crave-ability through creativity
- Increase crave-ability by creating opportunities for new flavours Gen Z will want to try.
Insights
- Gen Z refer snacks over traditional meals
- They like to have novel food experiences
- Big on late-night eating, particularly for movies or binge-watching.
- 63% of Gen Z responded that they visit the movie theatres at least once a month. Higher than any other generation. – (Statista, 2023)
- TikTok users are 44% more likely than nonusers to visit a movie theatre at least once a month. – (Emarketer, 2024)
Executions
OOH
- Movie poster
- OOH
Social Media Posts
- TikTok
Subway app
- Find your cookie
- Play games to win Subway seats, merch or cookies
Cookie Fantasy Flavors
- Like a collectible popcorn bucket but for specialty Subway Cookies
Subway Seats
- Subway sponsored seats that are available for purchase with pre-purchase of a cookie
- Seats are also available to be won in the app for movies during non release
Made with Photoshop, After Effects, Canva.