We knew our audience would be skeptical of gate-crashing brands, so we delivered an experience that was fresh, unexpected and clever – playing directly into festival-goers’ aversion toward “try-hard” marketers. As part of a broader Flatizza launch plan – which included a tech-themed TV spot – we tapped into the hype around wearables to showcase Flatizza via an activation that got people to experience the product in an immersive way. Our objective was to stand out among the hundreds of other brands on the floor, and encourage people to focus their attention on one thing and one thing only: SUBWAY’s new Flatizza product.

“Think Flatizza” inspired 4,000 festival-goers to focus their sole attention on their new product despite a barrage of brand activities taking place around them in the main convention hall – and many even opted to wait in line for their turn with the game. In aggregate, players spent 160K seconds (44.5 hours) interacting with the new product and the effort amassed 155MM social impressions. To turn attention into sampling, brand ambassadors on the ground directed freshly inspired fans to a nearby Flatizza food truck after playing the game – helping SUBWAY reach maximum sampling capacity each day, totaling 14K over nine days.