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Subway objective was to build brand perception and consideration for Subway with the gaming audience by offering hints/tips through the first ever in-video game text campaign, supplemented by branding and promotional messaging. To master these challenges Massive designed and executed a multi-title in-game advertising campaign and then surveyed gamers in select titles, including MLB 2K8, to determine the campaign's effectiveness in driving key brand metrics. With this solution Subway realized up to 19% increases in restaurant rating and visit consideration among gamers who saw the ads - and they rated Subway up to 26% higher on brand attributes.
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