Subway Unveils First-Ever Gaming Experience Via Wunderman Thompson

Subway Unveils First-Ever Gaming Experience Via Wunderman Thompson
B&T Magazine
Edited by B&T Magazine

Subway has unveiled its first-ever gaming experience, Sink a Sub; a virtual at-sea battleground that will transform the way consumers engage with the brand’s most iconic product – the submarine sandwich.

Across November, Sink a Sub players can win a treasure chest of prizes including an Isuzu M-UX, $10k cash, bikes and Subway food.

Every customer purchasing a sub-and-drink at participating Australian and New Zealand Subway restaurants will receive a code for a high-sea gaming experience that invites players to sink a submarine sandwich on the digital gameboard.

“With Sink a Sub, we’re doing things in a fresher way and making everyone a winner.   Every guest who plays, wins a prize. So even if you miss when you fire your meatball cannon, you’ll still win instant swag, including Subway cookies, drinks and meal upgrades,” said Subway Head of Marketing, Rodica Titeica.

Sink a Sub is Subway’s first venture into a gaming experience, with the concept, build and promotion developed by Wunderman Thompson in Australia and New Zealand. The agency’s specialists in creative, experience design, shopper and technology led the gamification strategy and experience, plus the CX and path-to-purchase retail campaign.

WPP AUNZ’s Ikon Communications (Brisbane) will use the power of multiple media channels to build relevance and drive action, delivering scale and frequency to make Sink a Sub feel like the biggest ship on the ocean. Unlisted (formally known as Passion Pictures) also worked alongside Wunderman Thompson to bring the animation of the gaming experience to life.

Frank Martelli, Experience Design Director at Wunderman Thompson explains: “What began as a hallway conversation over 12 months ago has now seen a passionate team at Wunderman Thompson, Ikon and Subway come together to bring Sink a Sub to life!

“It’s a simple idea that brings fresh energy to the brand in a new and unique way. We’ve been very focused on making the game seamless and engaging for users to interact with, whilst working hard to build in complex gamification strategies and frameworks to ensure Subway customers return to restaurants and the game again and again and again.”

Georgia Bruton, Partner – Shopper Marketing at Wunderman Thompson said: “We know the most motivating and successful promotions are the ones that deliver instant gratification, but logistically they are the hardest to execute. The Subway team were undeterred and agreed that to deliver a successful campaign, we needed to reward all customers with not only a fun and interactive experience, but one in which everyone wins instantly. Well done to Subway for believing in such a great idea and for being such a great partner. It took true partnership skills to make something like this happen, especially in the space of three months.”

“Wunderman Thompson and Passion Pictures have brought this digital treasure-map alive with market-leading animation and gameplay.  This November, plot a course for Subway and claim your own share of the treasure with Sink a Sub,” continued Ms Titeica.

Sink a Sub will be heavily promoted online, in-store, TV, OOH and radio throughout November.

Weigh anchor, hoist the mizzen and set sail for the Sink a Sub game here. Visit to check it out.


Wunderman Thompson

Ana Lynch: Partner

Sheridan Turner: Group Engagement Lead

Bronte Rohrig: Engagement Manager

Angela Morris: National Chief Strategy Officer

Frank Martelli: Experience Design Director

Yvonne Jahn: Head of UX Design

Marvin Cheung: Senior UI Designer

Kate Roden: UI Designer

Koji Yajima: Junior UX Designer

Heidi Fidel: Junior UX Designer

Nick Doring: Associate Creative Director

Kat Thomas: Associate Creative Director

Amee Wilson: Art Director

James Southey: Copywriter

Julian Batty: Designer

Evelyn Tran: Designer

Ben Dubuisson: Tech Lead

Priscilla Edmonds: Digital Project Manager

Hamish Lamb: Front-end Lead

Luciano Di Giuseppe: Senior Server Side Developer

JM Beltran: Front-end Developer

Annie Kyles: Front-end Developer

Samina Munir: Tester

Georgina Bruton: Managing Partner, Shopper

Emma Williams: Senior Engagement Manager, Shopper

Sandi Gracin: Head of Screen

Chloe Marshall: Integrated Producer

Kel Gronow: Editor

Media Agency: Ikon Communications


Rodica Titeica: Head of Marketing ANZ

Ben Mile: Senior Marketing Manager

Raquel Hine: Marketing Manager

Kate Munro: Assistant Marketing Manager

Wannetta Samidurai: Assistant Marketing Manager

Geoff Fowler: Assistant Marketing Manager – Loyalty

Unlisted (formally known as Passion Pictures)

Director: Nick Lines

Executive Producer: Graham Pryor

Producers: Megan Plane & Liz Manning

Storyboards: Dylan Shearsby

Concept Designers: The Stompin’ Ground

Character Designer: Sacha Bryning

CG Modeller: The Stompin’ Ground, Kevin Taylor

Cinema 4D: Miguel Rodrigues

Head of VFX: Adrian Oostergetel

3D Generalist: Duncan McDonald

3D Animator: Rodrigo Torres

Design: Will Hunt

AE Animator: James Neilson, Josh Le Good

Online: Tom Marley

– Ends –




About Wunderman Thompson  

At Wunderman Thompson we exist to inspire growth for ambitious brands. Part creative agency, part consultancy and part technology company, our experts provide end-to-end capabilities at a global scale to deliver inspiration across the entire brand and customer experience.


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