On National Sandwich Day, everyone shares their love of sandwiches on Twitter. So we decided to share some love back. We thought of National Sandwich Day as our Valentine’s Day.
We created templates that, during a day-long war-room were customizable with sub illustrations and sub haikus to be shared with Twitter users who mention ‘Sandwich,’ ‘Subs,’ or ‘National Sandwich Day.’
Overall it was a major success. We surprised and delighted fans, influencers, Famous Fans, and media publications with personalized, sub-themed love notes. We engaged with brands such as Hellmanns, Fallon Tonight, and CBS Sports Radio, along with Famous Fans Nastia Luikin and Russell Westbrook.
KPIS were exceeded by 73% engagements and 154% for engagement rate. In the end, SUBWAY owned National Sandwich Day as the most talked about QSR on social media, and was a leading voice in the conversation, making #NationalSandwichDay a trending topic nationally.