CASE
“Rolling with Subway Surfers” was a 20 week FMCG Promotion whereby Pepsico teamed up with the Subway Surfers brand to engage consumers throughout Mexico. During the promotional period, consumers could find and collect special Subway Surfers pogs and stickers as well as coins in Gamesa branded products.

The promotion was heavily marketed with both above and below the line campaigns and produced some of the most impressive results Pepsico had experienced in terms of sales increase (%).

OBJECTIVES

  • Drive sales of Gamesa products
  • Strengthen Subway Surfers brand awareness
  • Solidify subway Surfers brand positioning within the target demographic

KEY MEDIA & MECHANISM

  • On Product: Subway Surfers branded packaging and external packaging strips
  • TV: 1 x 20’ & 1 x 10’ commercials
  • In Store: POP posters & Macro Exhibitions
  • Digital: Dedicated micro site & Facebook communication

KEY RESULTS

  • #1 in Spontaneous Knowledge
  • #1 in Spontaneous Participation
  • #3 Most Liked Promotion
  • Promotion was extended into additional markets

BRAND IMPACT

  • Launched the Subway Surfers licensing program in Mexico with one of the most well respected FMCG companies in the world, positioning the brand in the perfect context for further development of the program