Subway needed to maximise their return on investment for their Team Subway V8 Supercar. For two of Australia’s largest motorsport events Subway wanted to connect and engage with fans at the Bathurst 1000 and the Gold Coast 500. In order to activate trackside Subway needed to set up a merchandise tent that had a section dedicated to brand activations. We were given a very short lead time of 3 weeks to conceptualize and bring to life as space that met the V8 supercars criteria of an activation space contained in a merchandise tent.
To drive interest in the space we used one of the biggest sporting rivalries to evoke passion and emotion. Racing fans were asked to play for their brand of either Team Ford or Team Holden.
An interactive merchandise stall was created in combination with a merchandise tent. This allowed Subway to hand out branded items as prizes and engage with motor racing fans as part of their sponsorship. We created games and asked the public to compete for their chosen racing brand. We tallied scores throughout the day and encouraged the public to help their preferred team win the tally by being as competitive as possible. All the games were branded with Holden Red or Ford Blue.
We also created a photoset with a podium and a replica winner’s trophy for each race. We encouraged the fans to share the posts on social media to be awarded one of the branded items we had created. This ensured the Subway involvement in the V8 supercars was seen by users online through social sharing. By handing out a large number of branded items we helped the Subway brand dominate the racetrack.
Across the 2 events, hundreds of racing fans has a positive brand experience with Subway by competing passionately with fun games for either Team Ford or Team Holden. We ensured social sharing through our giveaway mechanic exposing the reach of the V8 involvement to thousands more users on social media.
We handed out over 6,300 branded items and over 700 Subway Merchandise items were sold helping cover the cost of the activations.
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