Subway SG challenges consumers to move in gamified activation

Subway Singapore has launched its first challenge-based activation, Beat My Track Record Challenge, which aims to motivate participants to walk more and avoid a sedentary lifestyle using gamification. As part of the challenge which ends on 18 October, participants can win Subway vouchers or up to SG$3,000 cash by walking a specific number of steps in real life to collect virtual ingredients and assemble in-game Subway sandwiches. 

Subway's Beat My Track Record Challenge is part of the brand's efforts to support its "What's Your B.M.T" campaign, which encourages guests in Singapore to explore and discover the meaning behind their own interpretation of B.M.T. In line with the campaign, Subway is also rolling out different products, including its classic Italian B.M.T, B.M.T Double Cheese and B.M.T Plus. 

To participate in the challenge, participants will have to sign up for a game account using their mobile number. To track steps, they have to keep the game open on their phone screens while walking around various locations in Singapore. Ingredients will be collected automatically and placed in their inventory, allowing participants to assemble different types of subs.

Following that, assembled subs allow participants to unlock Subway vouchers that can redeemed at Subway restaurants islandwide, where different subs unlock different tiers of vouchers. Additionally, Subway explained that participants should aim to make as many virtual subs as they can to accumulate points, and beat other participants' track records. As such, the top five ranks on the leaderboard (pictured right) weekly will stand to win the cash prizes.

Meanwhile, to further drive up engagement and brand awareness, Subway has engaged in different innovative marketing strategies. MARKETING-INTERACTIVE has reached out to Subway for additional information.

Recently in June, Subway Malaysia featured its locally inspired mascot Sabweh on the 3D billboard at Pavilion Kuala Lumpur. Featured alongside other Subway food items, the mascot's "One Foot Closer 3D" scene was showcased at Pavillion Kuala Lumpur's Crystal Foundation.

Designed by Malaysian artist Ernest Ng, "Sabweh" represents Malaysians' love for the brand's food and was officially unveiled during Ramadan this year. "The culture and personality of Malaysians has always been an important element in my work. I truly hope 'Sabweh' can bring joy to the people while embracing the unique way Malaysians love," Ng explained then. 

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