How do you make a splash at the World Cup when you aren’t an official sponsor who pay billions of pounds?

You hi-jack it.

We gamified substitutions and made them synonymous with Subway, offering Subs for every substitution.

Sub for a Sub ran during the tournament, allowing Subway-loving football fans to benefit from special offers EVERY time a player was substituted. But fans needed to be QUICK, as codes were only live on Twitter for the length of a substitution.

Agency: Above & Beyond / Client: Subway