SubwayThink Flatizza @ SXSW

SUBWAY Restaurants, a headline sponsor of SXSW 2014, took center stage with an innovative and interactive experience to introduce their newest product, Flatizza™. As a creative technologist at 360i, I had the privilege of being part of the team that brought this exciting project to life.

The Flatizza Experience

Flatizza combines SUBWAY's fresh-baked flatbread with marinara sauce, mozzarella cheese, and customizable toppings. To make a splash at SXSW and give fans a taste of this new offering, we created “Think Flatizza,” an interactive game that uses electroencephalography (EEG) technology to engage participants in a unique way.

How It Works

Participants don EEG-reading headsets that measure brain activity and are asked to focus on images of the SUBWAY Flatizza displayed on a monitor. By concentrating on the Flatizza, players enter a virtual tug-of-war game, where success is achieved through happy Flatizza thoughts. This engaging experience allowed attendees to connect with the brand on a deeper level, blending technology and food in an unforgettable way.

On-the-Ground Activations

From March 7 to March 15, conference-goers could test their focus and enjoy the “Think Flatizza” experience at the Austin Convention Center. But that was just the beginning. SUBWAY also set up the official #SXSUBWAY SQUARE at 4th Street and Red River, where fans could visit a dedicated Flatizza food truck, enjoy music at the Grooveshark DJ Booth, and participate in various activities.

Additional Highlights

• Tumblr Neighbors Meetup (March 9): SUBWAY hosted a meetup and Q&A with the cast of the film Neighbors, including Seth Rogen and Zac Efron, providing an exciting opportunity for fans to engage with their favorite stars.
• Fresh Arts Film Screening (March 10): Student filmmakers from USC and Syracuse University competed to create a film centered around the theme “Every SUBWAY sandwich tells a story.”
• Jimmy Kimmel Live (March 11): Flatizza made its small-screen debut in a live commercial during the SXSW edition of Jimmy Kimmel Live.
• Grooveshark Flat Tracks Radio & Concert (March 11-15): SUBWAY-branded radio broadcasts featured great music and updates from Austin, culminating in a Grooveshark concert with Flatizza and giveaways on March 14.
• Social Scavenger Hunt (March 9, 11 & 14): SUBWAY engaged fans with a social scavenger hunt on Twitter, giving away tickets to various events throughout the week.

Results

This project exemplifies how we at 360i leverage cutting-edge technology and creative thinking to deliver memorable experiences for our clients. SUBWAY's “Think Flatizza” activation not only introduced a new product but also created a buzz at one of the most influential festivals in the world.