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Countering a dangerous news story with an opportunity to educate and entertain for Subway
By Beyond
A high-profile, clickbait-worthy lawsuit was being dragged from headline to headline – claiming Subway’s tuna was not real when, in fact, Subway only serve pole and line caught fish.
The brand needed to respond and reassure, particularly with Gen Z audiences. In short, to counter and educate.
We hijacked the popular game, Animal Crossing, to launch the #TunaForTuna challenge: a campaign that authentically tapped into existing gameplay and rewarded anyone who caught tuna in-game with a pole and line (the same way Subway does) with an actual Sub, in-store.
Results
400+ hours of fishing
233% increase in positive sentiment
