Subway and Pepsi Max have launched an “exciting” new campaign across both brands’ social media channels and in store, which will offer consumers the chance to win one of more than a thousand music tickets throughout the remainder of the summer.
Aimed at millennials, the Summer of Music campaign will feature an exclusive online film featuring Stormzy, described as “one of the most talked about grime artists in the UK”. Created by AMV BBDO, the creative spot saw Subway diners challenged to prove themselves as fans by getting lyrics to Stormzy tracks right while rapping to a live audio-visual stream powered by the Pepsi Spire machine, with the best lyricists then surprised by an impromptu appearance from Stormzy in store.
Launched across the Subway brand and Pepsi Max social channels, the film will also be amplified through a media partnership with Lad Bible.
During the summer, consumers will also be able take part in an in-store competition, powered by Blippar, with a chance to win over a thousand music tickets including VIP weekend festival tickets and gig tickets.
Commenting on the activity, Sacha Clark, marketing director for Subway in the UK and Ireland, said: “We’re hugely excited about the upcoming campaign. Working with Pepsi Max, we’ve created a campaign with a number of firsts for the brand, which we believe will target our key millennial audience and encourage them to come into Subway stores and keep discovering everything that our menu has to offer.”
And Nigel Paine, director of out-of-home at Britvic Soft Drinks, added: “This campaign will be the first collaboration between the two brands since Britvic was awarded a seven-year contract to supply Subway stores throughout the UK and Ireland. Pepsi Max is the perfect partner for this activity to reach the millennial audience with its signature sugar-free taste for maximum refreshment, and the multi-channel approach is the right way to engage these consumers.”
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