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TECHNOLOGY | Staff Reporter, Australia
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Subway unveils ‘Sink a Sub' gaming experience

The sandwich chain looked to elevate its consumer experience through a digital platform.

Subway has unveiled its new ‘Sink a Sub’ virtual gaming experience, geared to revitalise the sandwich chain’s approach in engaging customers.

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

Created in partnership with advertising agency Wunderman Thompson, Sink a Sub players can win a treasure chest of prizes including an Isuzu M-UX, $10k cash, bikes and Subway food across the month. Sink a Sub is also Subway’s first venture into a gaming experience.

“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,” Wunderman Thompson experience design director Frank Martelli said in a media release.

The Sink a Sub game will be promoted online, in-store, TV, OOH and radio throughout November, the sandwich chain added.

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