The SUBWAY brand and Pepsi MAX have launched a new and exciting Summer of Music campaign across both brands’ social media channels and in SUBWAY stores. Aimed at millennials, the campaign will feature an exclusive online film featuring one of the most talked about Grime artists in the UK and an in-store competition to win over a thousand music tickets.
The campaign features an exclusive collaboration with award winning Grime artist Stormzy. Grime fans were surprised by the artist in a SUBWAY® store, creating exclusive online content. Titled Pepsi MAX & SUBWAY present: The Ultimate Fan, the spot, created by AMV BBDO, saw Stormzy fans challenged to prove their fandom by getting the lyrics to their hero’s tracks just right, rapping to a live audio-visual stream powered by the Pepsi Spire machine. The best lyricists are brought face to face in-store with a surprise visit from their ultimate rap hero. 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 the SUBWAY brand 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.”
Nigel Paine, director of out of home at Britvic Soft Drinks, said: “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 sugarfree taste for maximum refreshment, and the multi-channel approach is the right way to engage these consumers.”